MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04403cam a2200397 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20221102154939.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110610s2012 caua b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2011024469 |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
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| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
1412987245 |
| Qualifying information |
pbk. (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781412987240 |
| Qualifying information |
pbk. (alk. paper) |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)713187785 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
BTCTA |
| -- |
UKMGB |
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YDXCP |
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OCLCO |
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CDX |
| -- |
TULIB |
| -- |
UPM |
| -- |
IAD |
| -- |
ATU |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5814 |
| Item number |
.U78 2012 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1072 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Morrison, Margaret A., |
| Relator term |
author. |
| 9 (RLIN) |
1035863 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Using qualitative research in advertising : |
| Remainder of title |
strategies, techniques, and applications / |
| Statement of responsibility, etc. |
Margaret A. Morrison [and others]. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Thousand Oaks, Calif. : |
| Name of producer, publisher, distributor, manufacturer |
SAGE, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2012] |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xv, 218 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
23 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Machine generated contents note: 1.Introduction and Overview -- A Brief History of Account Planning -- The Function of Planning -- The Role of Research in the Day-to-Day Activities of Account Planners -- Stages of Account Planning -- Examples -- Account Planning as Part of the Overall Marketing Effort -- Organization of This Book -- 2.A Qualitative View of the World -- Theory and Data Analysis -- Inside the Qualitative World -- Assumptions That Bind -- Qualitative Words -- The Qualitative Approach -- Qualitative Methods -- Qualitative Data -- Analysis of Qualitative Data -- Multiple Versus Mixed Methods -- Summary -- Key Terms -- Exercises -- Related Reading -- 3.Ethnographic Methods for Advertising Research -- Getting Emic -- Participant Observation -- General Issues With Participant Observation Studies -- Panel Studies -- General Issues With Panel Studies -- Getting Ready to Listen -- Summary -- Key Terms -- Exercises -- Related Reading -- 4.Listening to Consumers -- The Qualitative Interview -- Characteristics of Qualitative Interviewing -- Getting Ready to Interview -- Conducting the Interview -- Introducing Objects -- Ending the Interview -- Analyzing the Transcripts -- Interviewing Groups -- When You Can't Gain Access to the Natural Setting -- Clarifying the Social Role of Qualitative Interviewer -- Summary -- Key Terms -- Exercises -- Related Reading -- 5.Projective and Elicitation Techniques -- History of Projective Techniques -- Types of Projective Techniques -- Advantages and Disadvantages of Projective Techniques -- Data Analysis -- Summary -- Key Terms -- Exercises -- Related Reading -- 6.Qualitative Research Online -- Focus Groups and Interviews -- Online Focus Groups -- Planning the Group and the Role of the Moderator -- Asynchronous Groups -- Depth Interviewing -- Summary -- Key Terms -- Exercises -- Related Reading -- 7.Using Research to Inspire Great Creative Work -- Writing and Presenting the Creative Brief -- The Role of the Account Planner -- The Role of the Creative Brief -- The Basics of the Creative Brief -- The Language of the Creative Brief -- Assessing the Creative Brief -- Presenting the Brief -- Enhancing the Creative Brief -- Finding the Most Compelling Way to Deliver the Strategy -- A Final Check -- Summary -- Key Terms -- Exercises -- Related Reading -- 8.Balancing Ideals and Real-World Constraints -- Budget -- Redundancy and Budget Constraints -- Over-Recruiting -- Cost-Effective Research Based on Client Rosters -- Scheduling -- Using Multiple Researchers to Save Time -- Getting Permission to Ask the Questions You Need and Avoiding Questions You Don't -- Summary -- Key Terms -- Exercises -- Related Reading -- 9.Evaluating the Work of Planners and Parting Thoughts -- How It Is and How It Should Be -- Evaluation Measures Used in Award-Wiiuiing Planning -- Parting Thoughts -- Thoughts on Building Your Toolbox. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| General subdivision |
Research. |
| 9 (RLIN) |
313433 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing research |
| General subdivision |
Methodology |
| 9 (RLIN) |
372177 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Qualitative research. |
| 9 (RLIN) |
329056 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
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| a |
.b12740214 |
| b |
22-08-17 |
| c |
28-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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| a |
659.1072 USI |
| g |
1 |
| i |
A517871B |
| j |
0 |
| l |
cmain |
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$55.22 |
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0 |
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1 |
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0 |
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2 |
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.i13284228 |
| z |
29-10-15 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| -- |
b |
| -- |
c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
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cau |
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0 |
