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Using qualitative research in advertising : strategies, techniques, and applications / Margaret A. Morrison ... [et al.].

Contributor(s): Morrison, Margaret AMaterial type: TextTextPublication details: Los Angeles, Calif. ; London : SAGE, 2012Edition: 2nd editionDescription: xv, 218 pISBN: 9781412987240 (pbk.) :; 1412987245 (pbk.) :Subject(s): Advertising -- Research | Marketing research -- Methodology | Qualitative researchDDC classification: 659.1'072 Summary: 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.
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Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 659.1072 USI (Browse shelf(Opens below)) Available 06109802
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 659.1072 USI (Browse shelf(Opens below)) Available 06095275
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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.

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