Using Qualitative Research in Advertising: Strategies, Techniques, and Applications

by Margaret A. Morrison, Kim Bartel Sheehan, Eric Haley, et al.

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1412987245
• ISBN13: 9781412987240
• Release Date: October 2011
• Publisher: Sage Publications, Inc
• Length: 240 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.7" x 6.0" x 8.9"