| A | B |
|---|
| Forced-choice questions | asks respondents to choose answers from possibilities given on a questionnaire |
| Open Ended Questions | asks respondents to construct their own response to a question |
| validity | they measure what is intended to be measured |
| reliability | produces nearly identical results in repeated trials |
| Product Research | centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products. |
| Media Research | focuses on issues of media effectiveness, selection, frequency, and ratings |
| Market Intelligence | concerned with the size and location of the market, the competition, and the segmentation within the market for a particular product or service |
| Attitude Research | designed to obtain information on how people feel about certain products, services, companies, or ideas |
| Qualitative Research | Tries to answer “why” or “how” |
| Quantitative research | answers the question “how many” or “how much” |
| Database | a collection of related information about a specific topic |
