Chapter 3 discusses the nature of modern descriptive research design, quantitative data collected from large samples but without the rigor of a formal experiment. Traditional descriptive approaches and techniques are presented, including existing data, observation and communication. The chapter includes common concerns with questionnaires such as respondent cooperation, instrument design and method of administration. The emphasis is on broad trends in observation research (or observation combined with communication), ongoing relationships with respondents, and engagement. In particular, examples from advertising evaluation, social media observation, shopper tracking, and insight panels/enthusiast groups are employed to explain current trends.
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