000			02146nam a22002294a 4500
003			HCC
005			20250113215146.0
008			150315t2012 njua b 001 0 eng d
020			_a9780132128322
040			_cHCC
082			_a659.1072 DAV
100	1		_aDavis, Joel.
245	1	0	_aAdvertising research : _btheory and practice / _cJoel J. Davis.
250			_a2nd ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _cc2012.
300			_axxviii, 675 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505			_aPart 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			_aDiscover 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	_aAdvertising _xResearch.
942			_2ddc _cBK
999			_c22762 _d22762