Using qualitative research in advertising : strategies, techniques and approaches / Margaret A. Morrison ... [et al.]
Contributor(s): Morrison, Margaret.Material type: Book; Format: print Publisher: London : Sage Publications, 2002Description: IX, 138 p. ; 23 cm.ISBN: 0-7619-2383-7.Subject(s): Marketing -- Investigación | Publicidad -- Investigación | Ciencias sociales -- Investigación -- Metodología
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|Monografías||06. BIBLIOTECA HUMANIDADES||659.1/USI (Browse shelf)||Available Shelving location | Bibliomaps®||PREST. LIBROS||3741600753|
Bibliografía: p. -134
Using Qualitative Research in Advertising uses a step-by-step approach to describe 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. Covering an extensive and informative range of topics this textbook guides marketing and management students through methodology, interviewing and project techniques. Advertising students are shown how to create the most effective advertising briefs. It explores how the use of pictures, video, audio, and computer-related technologies can help the advertising team analyze consumer needs using the latest technology. It also focuses on online research and how the Internet can be used to conduct interviews and online focus groups. It discusses the ethical considerations in doing online qualitative research, including assessments of participant risk, the appropriateness of topics and obtaining informed consent. This book will be very useful for advanced undergraduate and graduate courses in advertising, account planning, management, consumer behavior and marketing communication.