Using qualitative research in advertising: strategies, techniques, and applications / Margaret A. Morrison [and others].
Material type: TextPublisher: Thousand Oaks, Calif. : Sage, [2002]Copyright date: ©2002Description: xi, 139 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0761923837
- 9780761923831
- 0761925996
- 9780761925996
- 659.1072
- HF5814. U78 2002
Contents:
1. Introduction and Overview -- 2. A Qualitative View of the World: Theory and Data Analysis -- 3. Ethnographic Methods for Advertising Research -- 4. Listening to Consumers: The Qualitative Interview -- 5. Projective Techniques -- 6. Qualitative Research Online: Focus Groups and Interviews -- 7. Briefing the Team: Writing and Presenting the Creative Brief -- 8. Balancing Ideals and Real-World Constraints -- 9. Parting Thoughts.
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 659.1072 USI (Browse shelf(Opens below)) | 1 | Available | A417890B | ||
Book | City Campus City Campus Main Collection | 659.1072 USI (Browse shelf(Opens below)) | 1 | Available | A409370B |
Includes bibliographical references (pages 132-134) and index.
1. Introduction and Overview -- 2. A Qualitative View of the World: Theory and Data Analysis -- 3. Ethnographic Methods for Advertising Research -- 4. Listening to Consumers: The Qualitative Interview -- 5. Projective Techniques -- 6. Qualitative Research Online: Focus Groups and Interviews -- 7. Briefing the Team: Writing and Presenting the Creative Brief -- 8. Balancing Ideals and Real-World Constraints -- 9. Parting Thoughts.
Machine converted from AACR2 source record.
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