Advertising And Public Relations Research

This book is designed to serve as a primary text for research methods courses in Advertising at both undergraduate and...

  • ISBN: 9788120341364
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This book is designed to serve as a primary text for research methods courses in Advertising at both undergraduate and masters levels. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information need by future practitioners to commission and apply research to their work problems in advertising and PR.

Highlights :

Each chapter begins with a list of learning objectives The text material (supplemented by plentiful exhibits) is exceptionally clear and readable, and has a practical orientation Chapters conclude with brief summaries, discussion questions to help expand and test students\\\' comprehension. Suggested research exercises, and sources for additional information at the end of each chapter

Table Of Contents: 

Part I&

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