Using qualitative research in advertising: strategies, techniques, and applications /
Morrison, Margaret A.,
Using qualitative research in advertising: strategies, techniques, and applications / Margaret A. Morrison [and others]. - xi, 139 pages : illustrations ; 24 cm
Includes bibliographical references (pages 132-134) and index.
Introduction and Overview -- A Qualitative View of the World: Theory and Data Analysis -- Ethnographic Methods for Advertising Research -- Listening to Consumers: The Qualitative Interview -- Projective Techniques -- Qualitative Research Online: Focus Groups and Interviews -- Briefing the Team: Writing and Presenting the Creative Brief -- Balancing Ideals and Real-World Constraints -- Parting Thoughts. 1. 2. 3. 4. 5. 6. 7. 8. 9.
0761923837 9780761923831 0761925996 9780761925996
2002000278
Advertising--Research
Marketing research--Methodology
Qualitative research.
HF5814. / U78 2002
659.1072
Using qualitative research in advertising: strategies, techniques, and applications / Margaret A. Morrison [and others]. - xi, 139 pages : illustrations ; 24 cm
Includes bibliographical references (pages 132-134) and index.
Introduction and Overview -- A Qualitative View of the World: Theory and Data Analysis -- Ethnographic Methods for Advertising Research -- Listening to Consumers: The Qualitative Interview -- Projective Techniques -- Qualitative Research Online: Focus Groups and Interviews -- Briefing the Team: Writing and Presenting the Creative Brief -- Balancing Ideals and Real-World Constraints -- Parting Thoughts. 1. 2. 3. 4. 5. 6. 7. 8. 9.
0761923837 9780761923831 0761925996 9780761925996
2002000278
Advertising--Research
Marketing research--Methodology
Qualitative research.
HF5814. / U78 2002
659.1072