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Survey vs. Questionnaire

“Questionnaire” and “survey” are often used interchangeably, but in the world of market research, they are quite different things. A questionnaire is a series of straightforward questions, while a survey is a collection of data through numerous methods, one of them potentially being a questionnaire. What...

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What is Movie Trailer Testing?

Promoting a movie requires a massive marketing campaign, from posters to online advertisements. However, movie trailers remain one of the most powerful forms of movie marketing, and provide audiences a crucial first impression of the movie. Movie trailer testing is a way to gauge audience...

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[Infographic] Spending On Content During Covid-19

Invoke is conducting a weekly series of research sessions to track how Covid-19 affects spending on streaming services and cable TV. The infographic below was derived from a report that can be downloaded. You can also see the infographic results from week 1, week 2,...

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What Is Descriptive Research?

Descriptive research is one of three basic types of research design. It is a quantitative research method that is considered conclusive and is used to test specific hypotheses and describe characteristics or functions. Descriptive research should have a clear and accurate research question/problem. Some reasons you...

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What Is Qualitative Data?

Qualitative data definition Qualitative data is non-numerical data that is observed, descriptive, and subjective. It is related to characteristics and qualities rather than trends and statistics. Qualitative data is collected through qualitative research methods, which range from simple surveys to sit-down focus group discussions. Comparison of qualitative...

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How to Conduct a Focus Group

Focus groups are one of the main qualitative research methods utilized in market research, to help understand broader consumer opinions. They are small, intimate discussions led by a researcher to gauge reactions to a particular product in a group setting. As the name indicates, they...

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