Advertising Research: Theory & Practice, 2e

Name: Advertising Research: Theory & Practice, 2e
Brand: PRENTICE HALL EUROPE
SKU: 491377
Price: 101.13 EUR
Availability: InStock

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101,13 €

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ISBN

9780132128322

Mladinska knjiga ID

491377

Leto izida

2011

Velikost (šxdxv)

150 × 200 × 10

Status dobavljivosti

Na zalogi pri dobavitelju

Jezik

ANG

Založnik

PRENTICE HALL EUROPE

Avtor

, DAVIS

Opis

Unsurpassed in both its breadth and depth of coverage, this student-friendly text demonstrates how theory provides a foundation for the conduct of research and how theoretically sound, well-designed research makes a significant contribution to advertising practice. Offering an innovative approach that presents complex concepts in a simple, easy-to-understand, interesting style, Advertising Research: Theory and Practice uses hundreds of contemporary examples and illustrations to help students make the connection between advertising theory and advertising practice; leads students through the basics of advertising research: research planning, secondary research, sampling, experimentation, quantitative and qualitative research, questionnaire design, question development, data analysis, segmentation, communication and copy testing, and audience measurement; and provides in-depth, detailed discussion of important issues ignored by other advertising research texts: analysis of qualitative data, inferential statistics, advertising content analysis, perceptual mapping, advertising spending analysis, concept and benefit testing, copy testing from a legal perspective, and computer-assisted data analysis.