Using qualitative research in advertising : strategies, techniques, and applications / Margaret A. Morrison [and others].
"Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry...
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| Format: | Ebook |
| Language: | English |
| Published: |
Thousand Oaks, Calif. :
Sage,
[2002]
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| Subjects: | |
| Online Access: | SAGE Contributor biographical information |
| Summary: | "Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers. ; Using Qualitative Research in Advertising:Gives an overview of qualitative research theoryLists the key terms and definitionsProvides exercises to practice and hone skillsEvaluates new technology in research practice"--Publisher description. |
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| Physical Description: | 1 online resource (xi, 139 pages) : illustrations |
| Format: | Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 1412986486 9781412986489 |