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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| Format: | Book |
| Language: | English |
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Thousand Oaks, California :
SAGE ,
c2012
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| Edition: | 2nd ed |
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Table of Contents:
- 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