Davis, Joel J., 1950-

Advertising research : theory and practice / Joel J. Davis. - 2nd ed. - Upper Saddle River, N.J. : Prentice Hall, c2012. - xxviii, 675 p. : ill.

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.

9780132128322 0132128322


Advertising -- Research.

HF5814 / .D385 2012

Thammasat University Library, 2 Prachan Road, Phranakorn, Bangkok 10200

Puey Ungphakorn Library (Rangsit Campus), Circulation Desk 662 564-4444 ext. 1305

Pridi Banomyong Library, Circulation Desk 662 613-3544