Advertising research : theory and practice
著者
書誌事項
Advertising research : theory and practice
Prentice Hall, c1997
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Appropriate for courses in Advertising Research.
This textbook provides students with the knowledge and skills necessary to be successful advertising professionals in the advertising business. Advertising Research: Theory and Practice distinguishes itself from other advertising research texts in four ways-breadth, depth, integration and currency. This book has been written and structured with the goals of improving student learning and facilitating the application of newly learned material to actual situations. Coverage is divided into two parts. The first part discusses the context in which advertising research is conducted, while the second part presents specific research topics and techniques.
目次
I: A FRAMEWORK FOR RESEARCH.
1. The Nature of Advertising Research.
2. The Process of Advertising Research.
3. The Ethics of Advertising Research.
4. Reporting Research.
II: CONSIDERATIONS IN THE PLANNING OF ADVERTISING RESEARCH.
5. Secondary Research.
6. Primary Research.
7. Experimentation.
8. Sampling.
III: THE CONDUCT AND ANALYSIS OF QUALITATIVE RESEARCH.
9. Qualitative Research.
10. Focus Groups.
11. Analysis of Qualitative Data.
IV: THE CONDUCT AND ANALYSIS OF QUANTITATIVE RESEARCH.
12. Measurement in Advertising Research.
13. Question Development.
14. Questionnaire Design.
15. Analysis of Quantitative Data: Descriptive Approaches.
16. Analysis of Quantitative Data: Inferential Statistics.
V.: THE COMPETITION AND COMPETITIVE ENVIRONMENT.
17. Advertising Content Analysis.
18. Perceptual Mapping.
VI.: THE TARGET CONSUMER.
19. Segmentation.
20. Q-Methodology.
VII.: ADVERTISING CREATIVE AND PRODUCT DEVELOPMENT, SCREENING, AND EVALUATION.
21. Concept and Benefit Testing.
22. Communication Research: Exploring the Strengths and Weaknesses of the Advertising Creative.
23. Copy Testing.
VIII.: MEDIA RESEARCH.
24. Audience Measurement.
25. Media Expenditures: The Advertising Budget and Competitive Strategies.
APPENDICES.
Appendix A. Guide to Computer-Assisted Data Analysis.
Appendix B. Statistical Tables.
Index.
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