Jack B. Haskins - Successful Advertising Research Methods
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NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page ii
Library of Congress Cataloging-In-Publication Data Haskins, Jack B., 1922 Successful advertising research methods / Jack B. Haskins. Alice Gagnard Kendrick. p. cm. Includes index. ISBN 0-8442-3189-4 1. AdvertisingResearchMethodology. I. Title. HF5814.H38 1991 659.1'072dc2091-9009 CIP
1997 Printing
Published by NTC Business Books, a division of NTC Publishing Group, 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. 1993 by Jack Haskins and Alice Kendrick. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America.
7890VP98765432
Page iii
CONTENTS
Part 1 Before Research Begins
1
Chapter 1 The Advertising Process
2
A Systematic Approach to Advertising
2
Stages of the Advertising Research Process
4
Review
11
Chapter 2 The Research Process
12
A Scientific Approach to Advertising Research
12
Ten Steps for Planning and Executing an Advertising Research Project
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