Advertising Research: Theory & Practice 2nd Edition – Ebook PDF Version – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 0132128322
• ISBN-13 ‏ : ‎ 978-0132128322
• Author:  Joel J. Davis 

In order to become a successful advertising professional, it’s important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment.

Table 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