Advertising research : (Record no. 22762)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02146nam a22002294a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | HCC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250113215146.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 150315t2012 njua b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780132128322 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | HCC |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1072 DAV |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Davis, Joel. |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising research : |
| Remainder of title | theory and practice / |
| Statement of responsibility, etc | Joel J. Davis. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Upper Saddle River, N.J. : |
| Name of publisher, distributor, etc | Prentice Hall, |
| Date of publication, distribution, etc | c2012. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxviii, 675 p. : |
| Other physical details | ill. ; |
| Dimensions | 24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising |
| General subdivision | Research. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Not For Loan | HCUC LIBRARY - ENGLISH COLLECTION | HCUC LIBRARY - ENGLISH COLLECTION | Reference | 05/03/2015 | IBS - 103053/B | 432.20 | R 659.1072 DAV | 06560 | 15/03/2015 | 1 | 15/03/2015 | Books |
