Advertising Research : Theory and Practice
Davis, Joel J.
ISBN 10: 0132128322 ISBN 13: 9780132128322
Published by Pearson Education, Limited, 2011
Used
Hardcover
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Better World Books, Mishawaka, IN, U.S.A.
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About this Item
Description:
Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 6549047-6
Synopsis:
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.
KEY TOPICS: The Nature and Process of Research; Research Ethics; Secondary Research; Sampling; Collecting Qualitative Insights; Focus Groups; Analysis of Qualitative Data; Data Collection through Observation: Human and Automated; Data Collection through Observation: Biometrics; Survey Research; Measurement; Asking Questions; Questionnaire Design; Experiments; Quantitative Data Analysis: Descriptive Statistics; Quantitative Data Analysis: Inferential Statistics; Segmentation; Brand Maps; Concept and Benefit Testing; Post-Production Advertising Testing and Optimization; Presenting Research
MARKET: For professionals looking to increase their advertising knowledge and skills.
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Bibliographic Details
Title: Advertising Research : Theory and Practice
Publisher: Pearson Education, Limited
Publication Date: 2011
Binding: Hardcover
Condition: Good
Edition: 2nd Edition