Descripciones mejoradas de Syndetics:

Useful for courses in Advertising Research, this book provides students with the knowledge and skills necessary in the advertising business. This book aims at improving student learning and facilitating the application of learned material to actual situations.

Tabla de contenidos provista por Syndetics

• 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

Reseñas proporcionadas por Syndetics

CHOICE Review

The first edition of this book was published in 1996; consequently, the second edition is long overdue, considering the major changes that have occurred in advertising. Davis (journalism and media studies, San Diego State Univ.) has revised and edited the entire text, making it one of the most comprehensive and current works available on the subject. In addition, he provides information about the changes in methodology, including online research. Containing 21 chapters and almost 700 pages, the work is divided into five parts: foundations, sources of information, qualitative research, quantitative research, and applied topics. The writing is to the point and easy to understand, and the examples are relevant to the material. If a college or university has a program in advertising or marketing, this text deserves to be available in the institution's library as a reference resource. Summing Up: Highly recommended. Upper-division undergraduate and graduate students, faculty, and professionals. E. Applegate formerly, Middle Tennessee State University