| Description |
xi, 139 pages : illustrations ; 24 cm |
| 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 |
| Summary |
In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation |
| Bibliography |
Includes bibliographical references (pages 132-134) and index |
| Notes |
Print version record |
| Subject |
Advertising -- Research.
|
|
Marketing research -- Methodology.
|
|
Qualitative research.
|
| Author |
Morrison, Margaret A.
|
| LC no. |
2002000278 |
| ISBN |
0761923837 (p) |
|
0761925996 |
|
