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Using qualitative research in advertising : strategies, techniques, and applications /

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In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation.

Bibliographic Details
Other Authors: Morrison, Margaret A.
Format: eBook
Language:English
Published: Thousand Oaks, Calif. ; London : SAGE, [2002]
Subjects:
Advertising > Research.
Marketing research > Methodology.
Qualitative research.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation.
Item Description:Electronic resource.
Physical Description:1 online resource (xi, 139 pages) : illustrations.
Bibliography:Includes bibliographical references and index.
ISBN:9781412986489 (ebook) :