Advertising Research : Theory and Practice
ISBN: 9780132128322 | 0132128322
Edition: 2ndFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 5/13/2011
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<> For courses in Advertising Research. This textbook provides students with the knowledge and skills necessary to be successful advertising professionals in the advertising business. Advertising Research: Theory and Practice distinguishes itself from other advertising research texts in four ways breadth, depth, integration and currency. This book has been written and structured with the goals of improving student learning and facilitating the application of newly learned material to actual situations. Coverage is divided into two parts. The fi... MORE
Part I. Foundations
Chapter 1. The Nature and Process of Research
Chapter 2. Research Ethics
Part II. Sources of Information
Chapter 3. Secondary Research
Chapter 4. Sampling
Part III. Qualitative Research
Chapter 5. Collecting Qualitative Insights
Chapter 6. Focus Groups
Chapter 7. Analysis of Qualitative Data
Part IV. Quantitative Research
Chapter 8. Data Collection through Observation: Human and Automated
Chapter 9. Data Collection through Observation: Biometrics
Chapt... MORE
Chapter 1. The Nature and Process of Research
Chapter 2. Research Ethics
Part II. Sources of Information
Chapter 3. Secondary Research
Chapter 4. Sampling
Part III. Qualitative Research
Chapter 5. Collecting Qualitative Insights
Chapter 6. Focus Groups
Chapter 7. Analysis of Qualitative Data
Part IV. Quantitative Research
Chapter 8. Data Collection through Observation: Human and Automated
Chapter 9. Data Collection through Observation: Biometrics
Chapt... MORE
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