Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
by Margaret A. Morrison, Eric E. Haley, Kim B. Sheehan, Ronald E. Taylor
Using Qualitative Research in Advertising explores strategies, techniques, and applications for conducting qualitative research in advertising. It offers a focused resource for readers seeking to understand how qualitative methods can inform advertising research, audience understanding, and professional practice.
About This Book
This book examines the use of qualitative research within advertising.
It presents strategies and techniques for conducting and applying qualitative research in advertising contexts.
The discussion focuses on how qualitative approaches can support a deeper understanding of advertising-related questions and decisions.
Designed as a reference for students and practitioners, it connects research methods with advertising applications.
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