Werbe- und Kommunikationsforschung II

For decades, market, communication and advertising impact research has been providing important insights for both the economy and for advertising and media agencies. This book contains a compact overview of the different methods of research on advertising effectiveness and communication. In its individual chapters, these methods are described in detail, their respective advantages and disadvantages are explained, concrete examples of their application in market, advertising impact and communication research are shown in practice and a conclusion is drawn about each one. Adding to the publication’s first volume, this book describes some standard methods, such as qualitative and quantitative content analysis and some experiments. In addition to elaborating on the basics of sampling and sampling errors, it also explains semiotics, facial coding, mystery shopping, test markets, mobile research, creative as well as non-reactive methods and social media monitoring. The book concludes with an article on panels. With contributions by Chiara Brammer, Alena Ehrenberger, Johanna Erd, Barbara Hackl, Teresa Häring, Philip Hagen, Isabella Henninger, Lisa-Marie Hochsteger, Markus Hofstätter, Larissa Kaiser, Barbara Klinser-Kammerzelt, Tina Montibeller, Daniela Janine Pulz, Jürgen Resch, Christine Schmid, Verena Simlinger, Carina Wagner-Havlicek and Harald Wimmer.