chapter 5

Question 1

effective research

Answer 1

1. secondary
2. primary

Question 2

eureka

Answer 2

flashes of inspo that come when you are introduced to a new concept or idea

Question 3

secondary research

Answer 3

-info that had already been gathered
why? to be educated abt client and their competitors
types: library, internet, trade associations

Question 4

primary research

Answer 4

new research that is conducted to answer specific questions not answered in secondary research

Question 5

2 types of primary research

Answer 5

1. quantitative
2. qualitative

Question 6

quantitative research

Answer 6

numbers, math, statistics
ex: focus groups, in-depth interviews, and friendship groups

Question 7

focus groups

Answer 7

6-12 ppl. understand attitudes and behaviors, moderator leads the research

Question 8

in-depth interwiew

Answer 8

1 on 1, 1 hour-ish, look for insights

Question 9

friendship group

Answer 9

in-depth and focus, 3-4 ppl who are friends, familiar setting, morecomfyf

Question 10

insights

Answer 10

gain an accurate, deep, and intuitive understanding of a person or thing, explain why rather than just observing, determine attitudes

Question 11

collages

Answer 11

about understanding feelings and insights

Question 12

cartoon bubbles

Answer 12

have the subject fill in bubbles on the cartoon