Advertising research : theory and practice / Joel J. Davis.
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TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2012.Edition: 2nd edDescription: xxviii, 675 p. : ill. ; 24 cmISBN: - 9780132128322
- 659.1072 DAV
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HCUC LIBRARY - ENGLISH COLLECTION Reference | REF | R 659.1072 DAV (Browse shelf(Opens below)) | 1 | Not For Loan | 06560 |
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| R 659.1 SAU 20TH ADVERTISING | R 659.1 STO ADVERTISING : NEW TECHNIQUES FOR VISUAL SEDUCTION | R 659.1 WIE ADVERTISING NOW. ONLINE | R 659.1072 DAV Advertising research : theory and practice / | R 659.10951 CHI THE 14TH CHINA ADVERTISING FESTIVAL | R 659.10973 BLY ADVERTISING MANAGER'S HANDBOOK | R 659.13 WOR THE WORK O6 |
Includes bibliographical references and index.
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
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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