Using qualitative research in advertising : strategies, techniques, and applications /
In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Thousand Oaks, Calif. ; London :
SAGE,
c2002.
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| Subjects: | |
| Online Access: | CONNECT |
MARC
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| 245 | 0 | 0 | |a Using qualitative research in advertising : |b strategies, techniques, and applications / |c Margaret A. Morrison ... [et al.]. |
| 260 | |a Thousand Oaks, Calif. ; |a London : |b SAGE, |c c2002. | ||
| 300 | |a 1 online resource (xi, 139 p.) : |b ill. | ||
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| 520 | 8 | |a In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation. | |
| 521 | |a Specialized. | ||
| 588 | |a Description based on print version record. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 650 | 0 | |a Advertising |x Research. | |
| 650 | 0 | |a Marketing research |x Methodology. | |
| 650 | 0 | |a Qualitative research. | |
| 700 | 1 | |a Morrison, Margaret A. | |
| 730 | 0 | |a SAGE Research Methods | |
| 776 | 0 | 8 | |i Print version : |z 9780761923831 |
| 856 | 4 | 0 | |z CONNECT |u https://ezproxy.mtsu.edu/login?url=http://methods.sagepub.com/book/using-qualitative-research-in-advertising |3 Sage |t 0 |
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