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Using qualitative research in advertising: strategies, techniques, and applications / Margaret A. Morrison [and others].

By: Material type: TextTextPublisher: Thousand Oaks, Calif. : Sage, [2002]Copyright date: ©2002Description: xi, 139 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0761923837
  • 9780761923831
  • 0761925996
  • 9780761925996
Subject(s): DDC classification:
  • 659.1072
LOC classification:
  • 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.
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Holdings
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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