Using qualitative research in advertising strategies, techniques and applications
In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks, Calif. :
Sage
cop. 2002
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991004918349708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
| Sumario: | In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation |
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| Descripción Física: | xi, 139 p. : il. ; 24 cm |
| Bibliografía: | Incluye referencias bibliográficas (p. 132-134) e índice |
| ISBN: | 9780761925996 9780761923831 |
