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Discover how to design and use advertising research. In order to become a successful advertising professional, it#x19;s important to understand the importance of research. Advertising Research: Theory & Practiceshows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment. New chapters have been added in this edition that highlight recent developments in advertisers#x19; behaviors. Changes and advancements in research design and methodology are also addressed.
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