Question: Compare and contrast the differences between quantitative and qualitative consumer research and how each is typically applied to the two advertising test pre-launch phases. Provide

Compare and contrast the differences between quantitative and qualitative consumer research and how each is typically applied to the two advertising test pre-launch phases. Provide two exemplary questions that might be used in each of the two testing phases explained in this unit (concept test & pre-test/copy-test). Example of question in concept testing: In your opinion, what does the headline in the ad convey to you?

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