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Content Analysis as a Tool for Consumer Research

Shay Sayre (Associate Professor of Advertising in the School of Journalism and Mass Communication at San Jose State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1992


Outlines a method for using content analysis of print media to answer questions about how to present products for effective consumer advertising. Argues that the application of content analysis to consumer research should become standard practice for marketers, using the perfume industry as a case example. Concludes that content analysis yields insights on how to integrate a product visually with its consumers to produce advertising that embodies relative values.



Sayre, S. (1992), "Content Analysis as a Tool for Consumer Research", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 15-25.




Copyright © 1992, MCB UP Limited