The Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques focus groups, and online/social media applications positioned within a theoretical context of the value of qualitative research will bring the content from the pages to the real world.
- ISBN10 1483341577
- ISBN13 9781483341576
- Publish Date 31 October 2011
- Publish Status Active
- Publish Country US
- Imprint SAGE Publications Inc
- Edition 2nd Revised edition
- Format eBook
- Pages 240
- Language English