{"product_id":"using-qualitative-research-in-advertising-strategies-techniques-and-applications-9781412987240","title":"Using Qualitative Research in Advertising: Strategies  Techniques  and Applications","description":"\u003cp\u003eThis Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach  designed for students considering advertising careers and for those currently working in the advertising industry  this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development  creative development  and post-campaign evaluation. Practical information and discussions on interviewing  projective techniques  focus groups  and online\/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45648259842101,"sku":"ByrdShop_1412987245","price":125.42,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781412987240_4f86c5c3-e9f1-4b6e-b8e2-a7a9d1f918c9.jpg?v=1781714314","url":"https:\/\/atxbooks.com\/products\/using-qualitative-research-in-advertising-strategies-techniques-and-applications-9781412987240","provider":"ATX Books","version":"1.0","type":"link"}