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Using Qualitative Research in Advertising: Strategies, Techniques, and
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Using Qualitative Research in Advertising: Strategies, Techniques, and Applications Paperback - 2011 - 2nd Edition

by Margaret A. Morrison; Eric E. Haley; Kim B. Sheehan


From the publisher

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

Details

  • Title Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
  • Author Margaret A. Morrison; Eric E. Haley; Kim B. Sheehan
  • Binding Paperback
  • Edition number 2nd
  • Edition 2
  • Pages 240
  • Volumes 1
  • Language ENG
  • Publisher Sage Publications, Inc
  • Date 2011-10-31
  • Features Bibliography, Index, Table of Contents
  • ISBN 9781412987240 / 1412987245
  • Weight 0.66 lbs (0.30 kg)
  • Dimensions 8.9 x 6 x 0.7 in (22.61 x 15.24 x 1.78 cm)
  • Library of Congress subjects Qualitative research, Advertising - Research
  • Library of Congress Catalog Number 2011024469
  • Dewey Decimal Code 659.107

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  • Choice, 05/01/2012, Page 0
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Using Qualitative Research in Advertising : Strategies, Techniques, and Applications
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Using Qualitative Research in Advertising

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