Using Qualitative Research in Advertising

Strategies, Techniques, and Applications

Nonfiction, Reference & Language, Language Arts, Communication, Business & Finance, Marketing & Sales, Advertising & Promotion
Cover of the book Using Qualitative Research in Advertising by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan, SAGE Publications
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan ISBN: 9781483342221
Publisher: SAGE Publications Publication: October 31, 2011
Imprint: SAGE Publications, Inc Language: English
Author: Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
ISBN: 9781483342221
Publisher: SAGE Publications
Publication: October 31, 2011
Imprint: SAGE Publications, Inc
Language: English

This 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 created 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. The text describes how these techniques 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 illustrate the value of qualitative research in the real world.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This 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 created 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. The text describes how these techniques 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 illustrate the value of qualitative research in the real world.

More books from SAGE Publications

Cover of the book A Very Short, Fairly Interesting and Reasonably Cheap Book About Cross-Cultural Management by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Key Concepts in Economic Geography by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Key Concepts in Sport and Exercise Research Methods by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Strategic Human Resource Management by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book What Every Teacher Should Know About Diverse Learners by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book The Power of Talk by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Creating Autoethnographies by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Educational Research by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Essential Criminal Law by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Leaders as Communicators and Diplomats by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Cities, Politics, and Policy by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Approaches to Behavior and Classroom Management by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book The Long Interview by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Battling the Hamster Wheel(TM) by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
Cover of the book Staff Development Guide for the Parallel Curriculum by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy