Advertising research: theory and practice

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Marketing and Advertising Strategies Advertising and Communication Studies Business Strategies and Management Research

Abstract

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

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2020Redefining advertising in research and practice 2021Neuromarketing: The popularity of the brain-imaging and physiological tools 2002Using key informant insights as a foundation for e-retailing theory development 2014Who is responsible for what? Examining strategic roles in social media management 2017Have the Ethics Changed? An Examination of Ethics in Advertising and Public Relations Agencies 2017IMC education and digital disruption 2018Paid, Earned, Shared and Owned Media From the Perspective of Advertising and Public Relations Agencies: Comparing China and the United States 2005Social Cause versus Profit Oriented Advertisements

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