This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strate

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date marke

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursui