Content Analysis as a Tool for Consumer Research

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.

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Year of publication:	1992
Authors:	Sayre, Shay
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 9.1992, 1, p. 15-25
Publisher:	MCB UP Ltd
Subject:	Advertising \| Consumer behaviour \| Market research \| Marketing strategy \| Methodology \| Perfume

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000002593 [DOI]
Source:	Other ZBW resources

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