TY  - BOOK
AU  - Morrison,Margaret A.
TI  - Using qualitative research in advertising: strategies, techniques, and applications 
SN  - 9781412987240 (pbk.) :
U1  - 659.1'072 23
PY  - 2012///
CY  - Los Angeles,  Calif., London
PB  - SAGE
KW  - Advertising
KW  - Research
KW  - Marketing research
KW  - Methodology
KW  - Qualitative research
N1  - Includes bibliographical references and index; Specialized
N2  - 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
ER  -