Using qualitative research in advertising : strategies, techniques, and applications

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Using qualitative research in advertising : strategies, techniques, and applications

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 advertis...

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Bibliographic Details
Main Author:	Morrison, Margaret A. (Author)
Format:	Book
Language:	English
Published:	Thousand Oaks, California : SAGE , c2012
Edition:	2nd ed
Subjects:	Advertising > Research Marketing researc > Methodology Qualitative research

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