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Using Qualitative Research in Advertising - 2 Edition (Paperback)

Using Qualitative Research in Advertising - 2 Edition (Paperback) - image 1 of 1
Using Qualitative Research in Advertising - 2 Edition (Paperback) - image 1 of 1
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About this item


Edition: 2 Edition

Number of Pages: 218

Genre: Business + Money Management

Sub-Genre: Advertising & Promotion

Format: Paperback

Publisher: Sage Publications, Inc

Author: Margaret a Morrison & Eric E Haley & Kim B Sheehan & Ronald E Taylor

Language: English

Street Date: October 31, 2011
TCIN: 78569804
UPC: 9781412987240
Item Number (DPCI): 247-35-0460


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.
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