000			02018cam a22004214i 4500
005			20221101184026.0
008			020111s2002 caua b 001 0 eng d
010			_a 2002000278
020			_a0761923837 _qp
020			_a9780761923831 _qp
020			_a0761925996
020			_a9780761925996
035			_a(DLC) 2002000278
035			_a(OCoLC)48811047
040			_aDLC _beng _erda _dATU
042			_apcc
050	0	0	_aHF5814. _bU78 2002
082	0		_a659.1072
100	1		_aMorrison, Margaret A., _eauthor. _91035863
245	1	0	_aUsing qualitative research in advertising: strategies, techniques, and applications / _cMargaret A. Morrison [and others].
264		1	_aThousand Oaks, Calif. : _bSage, _c[2002]
264		4	_c©2002
300			_axi, 139 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 132-134) and index.
505	0	0	_g1. _tIntroduction and Overview -- _g2. _tA Qualitative View of the World: Theory and Data Analysis -- _g3. _tEthnographic Methods for Advertising Research -- _g4. _tListening to Consumers: The Qualitative Interview -- _g5. _tProjective Techniques -- _g6. _tQualitative Research Online: Focus Groups and Interviews -- _g7. _tBriefing the Team: Writing and Presenting the Creative Brief -- _g8. _tBalancing Ideals and Real-World Constraints -- _g9. _tParting Thoughts.
588			_aMachine converted from AACR2 source record.
650		0	_aAdvertising _xResearch _9313433
650		0	_aMarketing research _xMethodology _9372177
650		0	_aQualitative research. _9329056
907			_a.b10108269 _b03-10-17 _c27-10-15
942			_cB
945			_a659.1072 USI _g1 _iA409370B _j0 _lcmain _o- _p$89.61 _q- _r- _s- _t0 _u11 _v0 _w0 _x0 _y.i10299488 _z28-10-15
945			_a659.1072 USI _g1 _iA417890B _j0 _lcmain _o- _p$0.00 _q- _r- _s- _t0 _u16 _v0 _w0 _x0 _y.i11894933 _z29-10-15
998			_a(2)b _a(2)c _b06-04-16 _cm _da _feng _gcau _h0
999			_c1105577 _d1105577