
The Consumer Insights Handbook
670 kr
670 kr
Ons, 2 jul - fre, 4 jul
Säker betalning
14-dagars öppet köp
Säljs och levereras av
AdlibrisProduktbeskrivning
Unfortunately, this is not what our undergraduate students currently experience when using the existing crop of research methods textbooks. Even though journalism, media, applied communication, advertising, and public relations programs typically offer—and often require—at least a foundational research methods course, most undergraduate students do not leave those courses with an accurate understanding of what this field actually entails. Typically written with an emphasis on academic research, those books often are intended for those who plan to follow a very specific path—conduct scholarly research, primarily using quantitative methods. The scientific method dominates this perspective, and students are taught to prioritize the concepts and conditions central to academic research. While useful for those who are interested in continuing for graduate degrees, these textbooks do not adequately represent the world of—or prepare students for—the realities of consumer insights research. This book represents a much-needed alternative.
This textbook flips the typical model presented in mass communication research textbooks. In these books, audiences often are primarily framed almost exclusively as participants—presented as a means to generate data. Instead, as students will learn through this text, data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences’ wants, needs, and desires through messaging and products designed to resonate.
This textbook is born of necessity. I have taught undergraduate students in advertising, media production, and public relations research methods courses since 2007. In the ensuing years, I have spent every conference scouring the book publisher’s displays, trying desperately to find a book that would do what I needed: accurately reflect the joy and excitement of consumer insights research. I wanted something that would prepare my students for what jobs really look like in this field, while also offering tips on how to do the fast-paced, low-cost research that can be conducted over the course of a semester to give students a “real-world” perspective on how to uncover, interpret, and apply consumer insights.
Guided by both my own experience in the field as well as interviews and recommendations with current practitioners on the client, boutique, and agency sides, this book will offer students an accessible, thorough, and compelling perspective on how to plan for and complete a consumer insights research project from the initial request for proposal (RFP) to the final presentation of findings.
Features:
Each chapter will include:
a guide for how to conduct in-class research
quotes and recommendations from experts in the field (including representatives from research and insights boutiques; advertising agencies and PR firms; and a wide range of industries (media, consumer packaged goods, travel, finance, etc.)
case studies & real world examples
Artikel.nr.
aaf2591f-a9b3-43d8-8785-dfa88ccde2ed
The Consumer Insights Handbook
670 kr
670 kr
Ons, 2 jul - fre, 4 jul
Säker betalning
14-dagars öppet köp
Säljs och levereras av
AdlibrisLiknande toppsäljare

Trådlös CarPlay adapter 2025 - En smart och modern lösning för din bil
219 kr
Tidigare lägsta pris:
295 kr

168-Pack Tuschpennor med Fodral - Färgpennor Dubbelsidiga Pennor
299 kr
Tidigare lägsta pris:
399 kr

Apple AirTag 1-pack
336 kr

POP MART Labubu The Monsters Big Into Energy Series Figures Vinyl Plush Pendant Blind Box
499 kr

POP MART Labubu The Monsters Exciting Macaron Vinyl Face Blind Box
499 kr

INF TYPE-C Dubbel SD/TF-kortläsare för snabb dataöverföring 0
79 kr

Apple AirPods Pro (andra generationen) 2023 med MagSafe-fodral (USB-C)
2 644 kr

INF Öronkuddar för Bose QC35 I/II, QC25, QC15, QC 2 AE 2, AE 2i, AE 2w, SoundTrue, SoundLink
79 kr
Tidigare lägsta pris:
99 kr

Elastiskt träningsband till fotboll Gul/Svart
99 kr

Apple AirPods 4 med aktiv brusreducering
2 060 kr
Rekommendationer för dig

Samsung Galaxy Buds3 Pro - Silver
1 594 kr

Bestway Flowclear Solar Pool Cover 3,56m
299 kr
Tidigare lägsta pris:
304 kr

Apple AirPods 4 Wireless In-ear
1 584 kr

12-pack Oral-B Kompatibla Tandborsthuvuden
89 kr

T4 PRO - Hopfällbar elskoter - 8,5 tum - 350W motor - 36V 10,4Ah batteri - Max autonomi 30 km - Bluetooth - Svart
2 379 kr
Tidigare lägsta pris:
2 969 kr

iPhone Snabbladdare USB-C PD 3.0. 20W Strömadapter + Kabel
117 kr

Apple AirPods 4 Active Noise Cancellation Wireless In-ear
2 089 kr

Apple Iphone 16e 128GB Svart Svart
7 395 kr

Malibu Fast Tanning Bronzing Butter with Beta Carotene 300ml
139 kr

INF Tillbehör för Roborock S5/S6 modeller 7 delar
149 kr
Tidigare lägsta pris:
199 kr