Posted: January 9th, 2015

Explain why and how the advertising industry uses qualitative research methods to understand consumers. Talk about Monty the Penguin john lewis latest christmas campaign, which used qualitative research method(s).

Advertising

Question.

Explain why and how the advertising industry uses qualitative research methods to understand consumers. Talk about Monty the Penguin john lewis latest christmas

campaign, which used qualitative research method(s).

•    Include a minimum of 8 demonstrably cited academic references (i.e. books/book chapters, academic journal articles, other relevant sources such as the trade

press and industry journals).

•    Double space your work, use font size 10-12, use appropriate referencing system (Harvard system) and include a bibliography.

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