Cadence Rappaport, the marketing director of a high-profile advertising agency, is working with a hair care client, Edifice, Inc., and has to gather primary data about how Edifice customers use its products. She will use a combination of observation and survey research.
You are Cadence's intern this summer and want to help her implement these methods; but first, you want to make sure that you understand what they entail.
Fill in the blanks with the word(s) from the drop-down list that would best complete the passage.
a. A good way to determine how customers style their own hair is to observe their at-home styling rituals. This type of observation could serve as the basis for _____________ research.
b. In general, Cadence should expect to pay relatively _______________ for a survey of Edifice's target market—women aged 18-25—than for observational research.
c. In general, Cadence should expect the time frame for the survey part of her research to be _____________ than for the observation part
