Morrison, Margaret A., <br/><br/>
Using qualitative research in advertising: strategies, techniques, and applications / 
Margaret A. Morrison [and others]. 
 - xi, 139 pages :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references (pages 132-134) and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0761923837 9780761923831 0761925996 9780761925996 
<br/><br/><label>LCCN: </label>2002000278 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Research<br/>Marketing research--Methodology<br/>Qualitative research.
<br/><br/><label>LC Class. No.: </label>HF5814.  / U78 2002 
<br/><br/><label>Dewey Class. No.: </label>659.1072