Qualitative Forschung in der Werbung verwenden: Strategien, Techniken und Anwendungen...
Using Qualitative Research in Advertising : Strategies, Techniques, and Applications, Paperback by Morrison, Margaret A.; Haley, Eric E.; Sheehan, Kim Bartel; Taylor, Ronald E., ISBN 1412987245, ISBN-13 9781412987240, Brand New, Free P&P in the UK Morrison (U. of Tennessee) et al. show account planners how to uncover complex consumer insights that can lead to inspired branding and creative advertising campaigns. The approach focuses on extended-contact qualitative methods and projective techniques for conducting market research. The second edition adds a closing chapter on evaluating the work of planners and recognizes new forms of social media for conducting online interviews. Annotation ©2012 Book News, Inc., Portland, OR ()
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