Advertising Research: Theory & Practice (2nd edition)
By: Joel J. Davis (author)Hardback
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Discover how to design and use advertising research.In order to become a successful advertising professional, it's important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment.New chapters have been added in this edition that highlight recent developments in advertisers' behaviors. Changes and advancements in research design and methodology are also addressed.
Part I. FoundationsChapter 1. The Nature and Process of ResearchChapter 2. Research EthicsPart II. Sources of InformationChapter 3. Secondary ResearchChapter 4. SamplingPart III. Qualitative ResearchChapter 5. Collecting Qualitative InsightsChapter 6. Focus GroupsChapter 7. Analysis of Qualitative DataPart IV. Quantitative ResearchChapter 8. Data Collection through Observation: Human and AutomatedChapter 9. Data Collection through Observation: BiometricsChapter 10. Survey ResearchChapter 11. Measurement Chapter 12. Asking QuestionsChapter 13. Questionnaire Design Chapter 14. ExperimentsChapter 15. Quantitative Data Analysis: Descriptive StatisticsChapter 16. Quantitative Data Analysis: Inferential StatisticsPart V. Applied TopicsChapter 17. SegmentationChapter 18. Brand MapsChapter 19. Concept and Benefit TestingChapter 20. Post-Production Advertising Testing and OptimizationChapter 21. Presenting Research
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- ID: 9780132128322
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