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120531s2012 cau eng |
| 020 |
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|a 1412987245 (paperback : alk. paper)
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| 020 |
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|a 9781412987240 (paperback : alk. paper)
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| 050 |
0 |
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|a HF5814
|b .U85 2012
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| 090 |
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|a HF5814
|b .U85 2012
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| 245 |
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|a Using qualitative research in advertising :
|b strategies, techniques, and applications
|c Margaret A. Morrison ... [et al.]
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| 250 |
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|a 2nd ed
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| 260 |
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|a Thousand Oaks, California :
|b SAGE ,
|c c2012
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| 300 |
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|a xv, 218 p. :
|b ill. ;
|c 23 cm.
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| 504 |
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|a Includes bibliographical references (p. 207-211) and index
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| 505 |
0 |
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|a 1. Introduction and overview -- 2. A qualitative view of the world -- 3. Ethnographic methods for advertising research -- 4. Listening to consumers -- 5. Projective and elicitation techniques -- 6. Qualitative research online -- 7. Using research to inspire great creative work -- 8. Balancing ideals and real-world constraints -- 9. Evaluating the work of planners and parting thoughts
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| 520 |
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|a 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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| 650 |
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|a Advertising
|x Research
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| 650 |
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|a Marketing researc
|x Methodology
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| 650 |
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|a Qualitative research
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| 700 |
1 |
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|a Morrison, Margaret A. ,
|e author
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| 999 |
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|a 1000151728
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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| 999 |
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|a 1000151729
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|