Davis, Joel, 1950-
Upper Saddle River, N.J. : Prentice Hall, c2012.
Added to CLICnet on 07/19/2013

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Notes:

• Includes bibliographical references and index.
• Pt. I. Foundations. The nature and process of advertising research Research ethics — Pt. II. Sources of information. Secondary research Sampling — Pt. III. Qualitative research. Collecting qualitative insights Focus groups Analysis of qualitative data — Pt. IV. Quantitative research. Observation research: human and automated Observation research: biometrics Data collection through surveys Measurement Writing survey questions Questionnaire design Experimentation Descriptive statistics Inferential statistics — Pt. V. Applied topics. Segmentation Brand mapping Advertising testing: concept and communications tests Post-production advertising testing and optimization Reporting research

Subjects:

• Advertising — Research.

Requested by Arden, W.