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systematic problem-solving process
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Using Qualitative Research in Advertising 2/e Kimberly St. Martin systematic problem-solving processThis Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step by step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering
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