ABSTRACT
This chapter helps people to: learn some of the major applications of research in advertising and public relations work; understand how research can aid in the development of mass media campaigns; learn more about customers, competitors, and the media through research; observe how test markets can operate. The chapter explores how quantitative research methods can be applied to actual work situations in advertising and public relations. One important application of quantitative research relates to source credibility. As with source-credibility research, concept testing often utilizes qualitative research to explore the nuances of respondents' opinions, but quantitative research makes it easier and faster to evaluate the findings. As with source credibility research and concept testing, copy tests often use qualitative research for detailed analyses and in-depth opinion exploration, but quantitative research is again a faster and easier way to analyze the results. Testing of print media is relatively easy compared to testing broadcast or Internet messaging.
