TY  - BOOK
AU  - Morrison,Margaret A.
TI  - Using qualitative research in advertising: strategies, techniques, and applications
SN  - 0761923837
AV  - HF5814. U78 2002
U1  - 659.1072 
PY  - 2002///]
CY  - Thousand Oaks, Calif.
PB  - Sage
KW  - Advertising
KW  - Research
KW  - Marketing research
KW  - Methodology
KW  - Qualitative research
N1  - 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
ER  -