Details for: Using qualitative research in advertising : strategies, techniques, and applications / › University of West London Library catalogue

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

Contributor(s): Morrison, Margaret AMaterial type: Text

TextPublication 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	Paul Hamlyn Library	Paul Hamlyn Library	Floor 3	659.1072 USI (Browse shelf(Opens below))	Available		06109802
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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