This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strate

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursui

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the u