Download EBOOK Using Qualitative Research in Advertising: Strategies, Techniques, and Applications PDF for free


Download EBOOK Using Qualitative Research in Advertising: Strategies, Techniques, and Applications PDF for free Category: Business, Finance & Law
The author of the book: Margaret A. Morrison
Format files: PDF, EPUB, TXT, DOCX
The size of the: 511 KB
Language: English
ISBN-13: 9780761923831
Edition: Sage Publications Ltd
Date of issue: 7 May 2002

Description of the book "Using Qualitative Research in Advertising: Strategies, Techniques, and Applications":

This engaging book uses a step by step approach to describe 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. Covering an extensive and informative range of topics this textbook guides marketing and management students through methodology, interviewing and project techniques. Advertising students are shown how to create the most effective advertising briefs. It explores how the use of pictures, video, audio, and computer-related technologies can help the advertising team analyse consumer needs using the latest technology. It also focusses on online PDF research and how the Internet can be used to conduct interviews and online focus groups. It discusses the ethical considerations in doing online qualitative research, including assessments of participant risk, the appropriateness of topics and obtaining informed consent. This book will be very useful for advanced undergraduate and graduate courses in advertising, account planning, management, consumer behavior and marketing communication.

Download EBOOK Using Qualitative Research in Advertising: Strategies, Techniques, and Applications PDF for free


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Margaret A. Morrison

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Download EBOOK Using Qualitative Research in Advertising: Strategies, Techniques, and Applications PDF for free



Download EBOOK Using Qualitative Research in Advertising: Strategies, Techniques, and Applications for free

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