Advertising Research: Theory & Practice / Edition 2

by Joel J. Davis

Overview

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.

Product Details

ISBN-13:	9780132128322
Publisher:	Pearson
Publication date:	05/27/2011
Edition description:	2
Pages:	704
Product dimensions:	7.00(w) x 9.20(h) x 1.70(d)

Table of Contents

Part I. Foundations
Chapter 1. The Nature and Process of Research
Chapter 2. Research Ethics
Part II. Sources of Information
Chapter 3. Secondary Research
Chapter 4. Sampling
Part III. Qualitative Research
Chapter 5. Collecting Qualitative Insights
Chapter 6. Focus Groups
Chapter 7. Analysis of Qualitative Data
Part IV. Quantitative Research
Chapter 8. Data Collection through Observation: Human and Automated
Chapter 9. Data Collection through Observation: Biometrics
Chapter 10. Survey Research
Chapter 11. Measurement
Chapter 12. Asking Questions
Chapter 13. Questionnaire Design
Chapter 14. Experiments
Chapter 15. Quantitative Data Analysis: Descriptive Statistics
Chapter 16. Quantitative Data Analysis: Inferential Statistics
Part V. Applied Topics
Chapter 17. Segmentation
Chapter 18. Brand Maps
Chapter 19. Concept and Benefit Testing
Chapter 20. Post-Production Advertising Testing and Optimization
Chapter 21. Presenting Research