Fundamentals of advertising research

Alan D. Fletcher · Thomas A. Bowers

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

Abstract

Part 1: The nature of research. The role of advertising research. The subject matter of advertising research. Part 2: Conducting advertising research. Strategic planning for research. Secondary research. Sampling. Questionnaire design. Surveys. Qualitative techniqes. Experiments. Data processing and analysis. Writing the research report. Part 3: Syndicated research sources. Syndicated research. Message research: broadcast. Message research: print. Audience research: broadcast. Audience research: print. Other syndicated research. Part 4: The outlook for advertising research. Looking ahead.

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