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

Author: Margaret Morrison; et al
Publisher: Thousand Oaks, Calif. : SAGE, 2012.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

The Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands.

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Document Type: Book
All Authors / Contributors: Margaret Morrison; et al
ISBN: 9781412987240 1412987245
OCLC Number: 929308359
Description: xv, 218 p. : ill. ; 23 cm
Contents: PrefaceAcknowledgments1. Introduction and Overview2. A Qualitative View of the World3. Ethnographic Methods for Advertising Research4. Listening to Consumers5. Projective and Elicitation Techniques6. Qualitative Research Online7. Using Research to Inspire Great Creative Work8. Balancing Ideals and Real-World Constraints9. Evaluating the Work of Planners and Parting ThoughtsAppendix 1: Conducting a Long InterviewAppendix 2: Putting Your Skills to UseAppendix 3: Disney?s Animal Kingdom: A Case StudyReferencesIndexAbout the Authors
Responsibility: Margaret A. Morrison ... [et al.].

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