Advertising research: theory and practice
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
Saved in:
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Englewood Cliffs, NJ
Prentice-Hall
1997
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| Subjects: | |
| Summary: | 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 |
| Physical Description: | XXIV, 695 S. Ill., graph. Darst. |
| ISBN: | 0132218135 |
Staff View
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| 520 | 3 | |a 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 | |
| 520 | |a 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 | ||
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV011437747 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:09:45Z |
| institution | BVB |
| isbn | 0132218135 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007692102 |
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| physical | XXIV, 695 S. Ill., graph. Darst. |
| publishDate | 1997 |
| publishDateSearch | 1997 |
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| publisher | Prentice-Hall |
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| spelling | Davis, Joel J. Verfasser aut Advertising research theory and practice Joel J. Davis Englewood Cliffs, NJ Prentice-Hall 1997 XXIV, 695 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier 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 Onderzoek gtt Planejamento da propaganda larpcal Propaganda (pesquisa) larpcal Reclame gtt Advertising Research Werbeforschung (DE-588)4461741-0 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Werbeforschung (DE-588)4461741-0 s DE-604 |
| spellingShingle | Davis, Joel J. Advertising research theory and practice Onderzoek gtt Planejamento da propaganda larpcal Propaganda (pesquisa) larpcal Reclame gtt Advertising Research Werbeforschung (DE-588)4461741-0 gnd |
| subject_GND | (DE-588)4461741-0 (DE-588)4123623-3 |
| title | Advertising research theory and practice |
| title_auth | Advertising research theory and practice |
| title_exact_search | Advertising research theory and practice |
| title_full | Advertising research theory and practice Joel J. Davis |
| title_fullStr | Advertising research theory and practice Joel J. Davis |
| title_full_unstemmed | Advertising research theory and practice Joel J. Davis |
| title_short | Advertising research |
| title_sort | advertising research theory and practice |
| title_sub | theory and practice |
| topic | Onderzoek gtt Planejamento da propaganda larpcal Propaganda (pesquisa) larpcal Reclame gtt Advertising Research Werbeforschung (DE-588)4461741-0 gnd |
| topic_facet | Onderzoek Planejamento da propaganda Propaganda (pesquisa) Reclame Advertising Research Werbeforschung Lehrbuch |
| work_keys_str_mv | AT davisjoelj advertisingresearchtheoryandpractice |