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Advertising agencies employ research for both strategic and evaluative purposes. Strategic research {{U}}(1) {{/U}} the agency to better understand how consumers use a product or service and how they {{U}}(2) {{/U}} the product or service. Strategic research also determines the types of people most {{U}}(3) {{/U}} buy the product. That group of people is called the {{U}}(4) {{/U}} market. Advertisers have limited budgets so knowing who is most likely to buy a {{U}}(5) {{/U}} product helps them spend their advertising budget more {{U}}(6) {{/U}}. Evaluative research is used after the advertising has run and seeks to determine how well consumers remember the advertising message and how {{U}}(7) {{/U}} it was. Evaluative research is expensive, and {{U}}(8) {{/U}}, many advertisers do not employ it. {{U}}(9) {{/U}}, they try to measure the advertising's effectiveness by analyzing sales results.
Agencies use both qualitative and quantitative research methods. Agencies employ qualitative research to gain {{U}}(10) {{/U}} understanding of the marketing situation. This research method uses open-ended questions that allow consumers to explain their values, beliefs, and behaviors {{U}}(11) {{/U}}.
Agencies use quantitative research to determine a final course of action. This type of research uses close-ended questions {{U}}(12) {{/U}} answers are selected from a set list. This enables the researcher to determine the exact percentage of people who answered yes or no to a question or the exact percentage choosing answer a, b, or c. One of the most {{U}}(13) {{/U}} quantitative research techniques is the {{U}}(14) {{/U}} in which researchers use a questionnaire to gain information from a large group of people, called a sample. The findings provided by quantitative research are therefore {{U}}(15) {{/U}} in a way that qualitative research cannot be.