Screen LibraryAdvertising research：theory and practice
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| Main Authors: | |
|---|---|
| Published: |
Prentice Hall,
|
| Publisher Address: | Upper Saddle River, N.J. |
| Publication Dates: | c2012. |
| Literature type: | Book |
| Language: | English |
| Edition: | 2nd ed. |
| Subjects: | |
| Carrier Form: | xxviii, 675 p.: ill. ; 24 cm. |
| ISBN: |
9780132128322 (alk. paper) 0132128322 (alk. paper) |
| Index Number: | F713 |
| CLC: | F713.8 |
| Call Number: | F713.8/D262/2nd.ed. |
| Contents: |
Includes bibliographical references and index. Pt. I. Foundations. The nature and process of advertising research ; Research ethics -- Pt. II. Sources of information. Secondary research ; Sampling -- Pt. III. Qualitative research. Collecting qualitative insights ; Focus groups ; Analysis of qualitative data -- Pt. IV. Quantitative research. Observation research: human and automated ; Observation research: biometrics ; Data collection through surveys ; Measurement ; Writing survey questions ; Questionnaire design ; Experimentation ; Descriptive statistics ; Inferential statistics -- Pt. V. Applied topics. Segmentation ; Brand mapping ; Ad |