Using Qualitative Research in Advertising: Strategies, Techniques, and Applications

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 ... Read More

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. Read Less

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  	This is a digital edition of this title. Rent eBook (3 Options) 90 Day Rental: $47.00 (Expires Sep 30, 2024) 120 Day Rental: $53.00 (Expires Oct 30, 2024) 180 Day Rental: $59.00 (Expires Dec 29, 2024) Buy eBook Lifetime Access: $86.00 Title: Using Qualitative Research in Advertising by Margaret A. Morrison; Eric Haley; Kim Bartel Sheehan; Ronald E. Taylor Publisher: SAGE Publications, Inc. (US) Print ISBN: 9781412987240, 1412987245 eText ISBN: 9781483342221 Edition: 2011 2nd edition Format: EPUB eBook	$47.00 Rent eBook This is a digital eBook Nothing will be shipped to you Works with web browsers and the VitalSource app on all Windows, Mac, Chromebook, Kindle Fire, iOS, and Android devices Most eBooks are returnable within 14 days of purchase Questions? See our eBook FAQ