Qualitative research – Research that is conducted to determine subjective information about a company, product or an ad campaign. Two methods of securing information include focus groups and in-depth interviews.
Quantitative research – This method of market research utilizes sampling techniques (opinion polls, customer satisfaction surveys) to collect objective date. Numeric relevance of various kinds of consumer behavior, attitudes, or performance is tabulated and statistically analyzed.
Reach – Reach refers to the estimated number of individuals or households exposed to an advertising message during a specified period of time. It can be given as either a percentage or number of individuals.
Readership – the total number of primary and pass-along readers of a publication
