9781412987240

Using Qualitative Research in Advertising : Strategies, Techniques, and Applications

  • ISBN 13:

    9781412987240

  • ISBN 10:

    1412987245

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 10/31/2011
  • Publisher: SAGE Publications, Inc

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

Extend Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Sorry, this item is currently unavailable.

Summary

The Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, 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. Practical information and discussions on interviewing, projective techniques focus groups, and online/social media applications positioned within a theoretical context of the value of qualitative research will bring the content from the pages to the real world.

Table of Contents

Read more

Write a Review