Using Qualitative Research in Advertising 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Morrison, Margaret A. (EDT) 作者

Sage Pubns

译者

2002-3 出版日期

152 页数

$ 42.88 价格

Pap

丛书系列

9780761923831 图书编码

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Using Qualitative Research in Advertising 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Using Qualitative Research in Advertising 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

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This engaging book 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 analyse consumer needs using the latest technology. It also focusses 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.

Using Qualitative Research in Advertising 在线电子书下载 mobi epub pdf txt 在线电子书下载

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