Using Qualitative Research in Advertising : Strategies, Techniques, and Applications (Paperback)

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Product Overview

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.

Specifications

Publisher Sage Publications (CA)
Mfg Part# 9780761923831
SKU 31081864
Format Paperback
ISBN10 0761923837
Release Date 4/10/2007
Physical
Dimensions (in Inches) 8.75H x 6L x 0.5T
From the Publisher
Editors Note 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
Product Attributes
Book Format Paperback
Number of Pages 0152
Publisher Sage Publications (CA)

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