Advertising market research

Author: Li Qiyun
Publisher:
Publish Date: 2004-01-01
Features: This book revolves around the concept of "scientific and effective advertising and marketing communication," introducing market research methods from the perspective of advertising and marketing communication. It is highly targeted and practical. At the same time, guided by the writing philosophy of highlighting theoretical depth and practicality, it strives to explain the basic principles of various research methods in an accessible manner while illustrating their specific applications with numerous real-world cases. In terms of case selection, it has carefully chosen classic international cases while also specially selected cases personally handled by the author, enabling readers to gain a deeper understanding and mastery of the principles and their applications. The book comprehensively applies knowledge from disciplines such as sociology, psychology, consumer behavior, and communication studies, while also referencing relevant new works from abroad, making its perspective broader and content more up-to-date. Additionally, the book incorporates the author's personal insights and perspectives on market research, hoping to inspire readers. The book is structured in three parts: Introduction—Methods and Principles—Applications. In terms of content, it omits three sections: "Statistical Inference and Statistical Testing," "Advertising Media," and "Copy Testing." The omitted sections can be referred to in the reference listed at the end of the book.