Using Qualitative Research in Advertising - Strategies, Techniques, and Applications (Paperback, 2nd Revised edition)

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.

General

Imprint:	Sage Publications Ltd
Country of origin:	United States
Release date:	November 2011
First published:	October 2011
Authors:	Margaret A. Morrison • Eric E. Haley • Kim B. Sheehan • Ronald E. Taylor
Dimensions:	228 x 152 x 13mm (L x W x T)
Format:	Paperback
Pages:	240
Edition:	2nd Revised edition
ISBN-13:	978-1-4129-8724-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	1-4129-8724-5
Barcode:	9781412987240

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