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.

must use the 9 sources which i upload. A minimum of six must be used for the essay. If needed some other source about the christmas campaign can be added with the source that you prefer. All the theory is in my files. Thank you.