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Content Analysis as a Tool for Consumer Research

Content Analysis as a Tool for Consumer Research Outlines a method for using content analysis of print media toanswer questions about how to present products for effective consumeradvertising. Argues that the application of content analysis to consumerresearch should become standard practice for marketers, using theperfume industry as a case example. Concludes that content analysisyields insights on how to integrate a product visually with itsconsumers to produce advertising that embodies relative values. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Content Analysis as a Tool for Consumer Research

Sayre, Shay
Journal of Consumer Marketing , Volume 9 (1): 11 – Jan 1, 1992
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11 pages

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/EUM0000000002593
Publisher site
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Abstract

Outlines a method for using content analysis of print media toanswer questions about how to present products for effective consumeradvertising. Argues that the application of content analysis to consumerresearch should become standard practice for marketers, using theperfume industry as a case example. Concludes that content analysisyields insights on how to integrate a product visually with itsconsumers to produce advertising that embodies relative values.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jan 1, 1992

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