Using qualitative research in advertising : strategies, techniques, and applications /
Using qualitative research in advertising : strategies, techniques, and applications /
Margaret A. Morrison ... [et al.].
- 2nd edition.
- Los Angeles, Calif. ; London : SAGE, 2012.
- xv, 218 p.
Includes bibliographical references and index.
Designed 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 and how they aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation.
Specialized.
9781412987240 (pbk.) : £25.99 1412987245 (pbk.) : £25.99
Advertising--Research.
Marketing research--Methodology.
Qualitative research.
659.1'072
Includes bibliographical references and index.
Designed 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 and how they aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation.
Specialized.
9781412987240 (pbk.) : £25.99 1412987245 (pbk.) : £25.99
Advertising--Research.
Marketing research--Methodology.
Qualitative research.
659.1'072