Using Qualitative Research in Advertising

Strategies, Techniques, and Applications

Nonfiction, Reference & Language, Language Arts, Communication, Business & Finance, Marketing & Sales, Advertising & Promotion
Cover of the book Using Qualitative Research in Advertising by Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan, SAGE Publications
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Author: Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan ISBN: 9781483342221
Publisher: SAGE Publications Publication: October 31, 2011
Imprint: SAGE Publications, Inc Language: English
Author: Dr. Margaret A. Morrison, Dr. Eric E. Haley, Dr. Ronald E. Taylor, Kim B. Sheehan
ISBN: 9781483342221
Publisher: SAGE Publications
Publication: October 31, 2011
Imprint: SAGE Publications, Inc
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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