Research Methods 101

"Research 101" is an overview designed to enhance understanding of available research methodologies within our agency. The presentation distinguishes between basic and applied research, and provides insight into exploratory, descriptive, and ethnographic research methods. It further outlines the scopes and applications of various types of market research including brand, target, product, advertising, and competitive analysis. Clarifications between primary and secondary, as well as qualitative and quantitative research are provided, each illustrated with specific examples to aid in practical comprehension and application in our advertising initiatives.