Advertising Research: Theory and Practice / Edition 2

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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.

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Editorial Reviews

Booknews
This text stresses how theoretically sound, well-designed, and well-conducted research makes a significant contribution to advertising practice. Coverage includes the basics, e.g. planning, sampling, and questionnaire design, as well as detailed discussion of analysis of qualitative data, inferential statistics, spending analysis, and concept testing, among other topics. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780132128322
  • Publisher: Prentice Hall
  • Publication date: 5/27/2011
  • Edition description: 2
  • Edition number: 2
  • Pages: 704
  • Sales rank: 355,570
  • 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
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted March 21, 2013

    Only compatible with Nook Application

    The book is not very resourceful nor is it available on a Nook device, mobile app, or for Online Reading. Biggest waste of money. If you need it for a class get it on Amazon

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  • Anonymous

    Posted January 26, 2012

    No text was provided for this review.

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