Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
Language: English
Published by Sage Publications, Inc, 2002
- Softcover
- Used
Seller: ThriftBooks-Dallas, Dallas, TX, U.S.A.ThriftBooks-Dallas
AbeBooks seller since July 2, 2009
Condition: Used - Fair
US$ 8.93
Quantity: 1 available
Add to basketItem description from seller
Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less.
Seller Inventory # G0761923837I5N00
- Title
- Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
- Author
- Morrison, Margaret Ann; Haley, Eric; Bartel Sheehan, Kim
- Publisher
- Sage Publications, Inc
- Publication year
- 2002
- Condition
- Fair
- Dust jacket
- No Jacket
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0761923837
- ISBN 13
- 9780761923831
- Item weight
- 0.5 pounds
Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.
"Synopsis" may belong to another edition of this title.
About the Author
Ronald E. Taylor is Professor and Director of the School of Advertising and Public Relations at the University of Tennessee, Knoxville. He earned an A.B. in Journalism at the University of North Carolina at Chapel Hill and M.S. in Advertising, and Ph.D. in Communication at the University of Illinois at Urbana-Champaign. He has taught a course in qualitative research methods at Tennessee for the past 15 years. Dr. Taylor is interested in European advertising and advertising regulation. He has lectured in France and conducted research in France, Belgium, and Spain.
Margaret A. Morrison is Professor in the School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, account planning, qualitative research, and advertising campaigns at Tennessee since 1995. Her work has appeared in various outlets such as Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising, and American Journal of Public Health.
Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. She received the Ph.D. from the University of Tennessee in 1998. Her teaching and research interests include online consumer behavior and research methods, and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research and the Journal of Public Policy and Marketing.
"About the title" may belong to another edition of this title.
ThriftBooks-Dallas
Dallas, TX, U.S.A.
AbeBooks seller since July 2, 2009
Shipping rates within U.S.A.
| Item | 4 to 8 business days | 4 to 8 business days |
|---|---|---|
| First item | US$ 0.00 | US$ 0.00 |
Payment methods
Store description
ThriftBooks is a fully independent seller of used books, having sold more than 160 million used and new books since we started in 2003. Each quality used book is sorted, graded, shelved and shipped by hand by our team of dedicated employees in our seven warehouses across the US. We have the best selection of books, in the right condition and format, at everyday low prices. We also have a dedicated, US-based Customer Service team, ranked in the top three by Newsweek for Best Customer Service in 2018 and 2019, so you can shop with confidence. We support and invest in our employees, appreciate and value our customers, and truly believe in the power of the written word to educate, energize, and engage readers of all ages and interests.…
Seller's business information
Thrift Books Global LLC
18300 Cascade Ave S
Seattle, WA U.S.A. 98188
Terms of sale
We guarantee each book that we send you. If you have any problems, please contact
our dedicated customer service department. They will do everything possible to
ensure you are happy with your order.
Shipping terms
All domestic Standard shipments are distributed from our warehouses by OSM, then handed off to the USPS for final delivery.
2-Day Shipping is delivered by FedEx, which does not deliver to PO boxes.
International shipments are tendered to the local postal service in the destination country for final delivery – We do not use courier services for international deliveries.