Using Qualitative Research in Advertising 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024

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Morrison, Margaret A. (EDT) 作者

Sage Pubns

譯者

2002-3 出版日期

152 頁數

$ 42.88 價格

Pap

叢書系列

9780761923831 圖書編碼

Using Qualitative Research in Advertising 在線電子書圖書標籤: 營銷

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發表於2024-11-26

Using Qualitative Research in Advertising 在線電子書 epub 下載 mobi 下載 pdf 下載 txt 下載 2024

Using Qualitative Research in Advertising 在線電子書 epub 下載 pdf 下載 mobi 下載 txt 下載 2024

Using Qualitative Research in Advertising 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024

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Using Qualitative Research in Advertising 在線電子書 pdf 下載 txt下載 epub 下載 mobi 在線電子書下載

Using Qualitative Research in Advertising 在線電子書圖書描述

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 在線電子書下載 mobi epub pdf txt 在線電子書下載

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