Definition of Research Research plays a critical role in decision making. It provides information that helps individuals at the agency and client better understand their product and target audience, the marketing environment, and the effectiveness of the product's advertising and media placement. Research helps inform advertisers' judgement so that they can identify their range of option and evaluate the strengths and weaknesses of each option. Primary research -It is first-hand research. It may include interviews …showed first 75 words of 858 total…

…showed last 75 words of 858 total…efforts. Reference Books -Joe Nicholas, John Price, Advanced Studies in Media, Nelson -Stewart & Kowaltzke, Media: new ways and meanings, Jacaranda -Werner J.Severin & James W.Tankard, Jr, Second Edition Communication Theories, Longman -Werner J.Severin & James W.Tankard, Jr, Third Edition Communication Theories, Longman -Joel J. Davis, Advertising Research Theory and Practice, Prentice-Hall, Inc Web sites: http://hcr.oupjournals.org/ http://mccc-union.org/TheScholar/Primary-Research/PrimaryResearch.html http://don.ractliff.net/qual/