Using Qualitative Research in Advertising

Using Qualitative Research in Advertising Strategies, Techniques, and Applications

Second edition

eBook (31 Oct 2011)

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Publisher's Synopsis

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, designed 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.

Book information

ISBN: 9781483341576
Publisher: SAGE Publications
Imprint: Sage
Pub date:
Edition: Second edition
DEWEY: 659.1072
DEWEY edition: 23
Language: English
Number of pages: 240
Weight: -1g