Using qualitative research in advertising [electronic resource] : strategies, techniques, and applications / Margaret A. Morrison, Eric Haley, Kim Bartel Sheehan & Ronald E. Taylor.

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.

Bibliographic Details

Online Access:	Full Text (via SAGE)
Main Authors:	Morrison, Margaret A. (Author), Haley, Eric (Author), Sheehan, Kim Bartel, 1958- (Author), Taylor, Ronald E. (Author)
Format:	Electronic eBook
Language:	English
Published:	Thousand Oaks, Calif. : Sage, ©2002.
Subjects:	Advertising > Research. Marketing research > Methodology. Qualitative research.