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)
1263
Abstract
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.
Keywords
Citation
Sayre, S. (1992), "Content Analysis as a Tool for Consumer Research", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 15-25. https://doi.org/10.1108/EUM0000000002593
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited