Advertising Research
Theory & Practice
2nd Edition
Published on 12. April 2011
Book
Hardback
704 pages
978-0-13-212832-2 (ISBN)
Description
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.
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.
More details
Other editions
Previous edition
Book
12/1996
Pearson
€91.60
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Content
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
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