ABSTRACT
This chapter helps people to: understand the nature of qualitative research; learn how qualitative research may apply to public relations and advertising; observe some qualitative research techniques. Qualitative research in mass media is about understanding what people say and do. While the other major type of research, quantitative research that tends to measure and count the number of responses, qualitative research attempts to delve into concepts, ideas, definitions, characteristics, meanings, and symbols. Both approaches to research, quantitative and qualitative, can also be used for concept-testing studies. This research is most often conducted prior to the introduction of the advertising or promotional campaign, and perhaps even before the introduction of the product, service, or idea to be marketed. Copy testing can be used in public relations although it was formulated specifically for advertising purposes to test potential advertising themes and appeals, as well as message recall, comprehension, and relevance.
