Werbe- und Kommunikationsforschung

For decades, market, communication and advertising impact research has provided important insights for the economy as well as for advertising and media agencies. This book contains a compact overview of the different methods used in research into both communication and the effect of advertising. In the book’s individual chapters, these methods are described in detail, their respective advantages and disadvantages explained, concrete examples of their application in market, advertising impact and communication research are shown in practice and a conclusion is drawn about each respective method. This anthology focuses on qualitative methods, such as focus groups, the laddering technique, qualitative image interpretation and the Think Aloud method. This analysis is supplemented by a look at various apparatus and projective methods, activation measurement, Google Analytics, wearables, image measurement and conjoint analysis, while the conclusion provides an overview of Austrian media studies. With contributions by Sandra Bamberger, Jasmin Breslein, Sarah Deutschbauer, Johanna Erd, Laura Fischer, Markus Hofstätter, Clara Kaindel, Eva Lindtner, Marie-Jacqueline Mann, Flora Messerklinger, Carina Wagner-Havlicek, Jasmin Reegen, Anika Sauer, Carina Stölzle, Harald Wimmer, Magdalena Wöckinger, Jasmin Wolf-Veigel