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Advertising Research: Theory & Practice, 2nd edition

  • Joel J. Davis

Published by Pearson (August 12th 2019) - Copyright © 2012

2nd edition

Advertising Research: Theory & Practice (Subscription)

ISBN-13: 9780132998161

Includes: eBook

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What's included

  • eBook

    A digital version of the text you can personalize and read online or offline.

Overview

Table of contents

Part I. Foundations
Chapter 1. The Nature and Process of Research
Chapter 2. Research Ethics
Part II. Sources of Information
Chapter 3. Secondary Research
Chapter 4. Sampling
Part III. Qualitative Research
Chapter 5. Collecting Qualitative Insights
Chapter 6. Focus Groups
Chapter 7. Analysis of Qualitative Data
Part IV. Quantitative Research
Chapter 8. Data Collection through Observation: Human and Automated
Chapter 9. Data Collection through Observation: Biometrics
Chapter 10. Survey Research
Chapter 11. Measurement
Chapter 12. Asking Questions
Chapter 13. Questionnaire Design    
Chapter 14. Experiments
Chapter 15. Quantitative Data Analysis: Descriptive Statistics
Chapter 16. Quantitative Data Analysis: Inferential Statistics
Part V. Applied Topics
Chapter 17. Segmentation
Chapter 18. Brand Maps
Chapter 19. Concept and Benefit Testing
Chapter 20. Post-Production Advertising Testing and Optimization
Chapter 21. Presenting Research

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