Explain why and how the advertising industry uses qualitative research methods to understand consumers. Talk about Monty the Penguin john lewis latest christmas campaign, which used qualitative research method(s).
• Include a minimum of 8 demonstrably cited academic references (i.e. books/book chapters, academic journal articles, other relevant sources such as the trade press and industry journals).
• Double space your work, use font size 10-12, use appropriate referencing system (Harvard system) and include a bibliography.
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