Using Qualitative Research in Advertising: Strategies, Techniques, and Applications - Brossura

Margaret Morrison; Eric Haley; Kim Bartel Sheehan; Ronald Taylor

Brossura

ISBN 10: 0761923837 ISBN 13: 9780761923831

Casa editrice: Sage Pubns, 2002

Riassunto

Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.

Su questo libro

L'autore

Margaret A. Morrison is Assistant Professor in the Department of Advertising at the University of Tennessee. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, creative strategy, advertising management and advertising campaigns at Tennessee since 1995. Her work has appeared in Journal of Broadcasting and Electronic Media, Journal of Advertising, and Critical Studies in Mass Communication. Eric Haley is Associate Professor in the Department of Advertising at the University of Tennessee. He received his Ph.D. from The University of Georgia in1992. He teaches a variety of advertising courses and a doctoral seminar in qualitative research. He is an active research consultant helping national clients with custom research information needs. His publications have appeared in the Journal of Advertising and the Journal of Currrent Issues and Research in Advertising. Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. She received the Ph.D. from the University of Tennessee in 1998. Her teaching and research interests include online consumer behavior and research methods, and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research, and the Journal of Public Policy and Marketing. Ronald E. Taylor is Professor and Head of the Department of Advertising at the University of Tennessee. He earned an A.B. in Journalism at the University of North Carolina at Chapel Hill and an M.S. in Advertising and a Ph.D. in Communication at the University of Illinois at Urbana-Champaign. He has taught a course in qualitative research methods at Tennessee for the past 15 years.

Contenuti

1. Introduction and Overview
Acknowledgments
A Brief History of Account Planning
The Function of Planning
The Role of Research in the Day-to-Day Activities of Account Planners
Stages of Account Planning
Examples
Account Planning as part of the Overall Marketing Effect
Organization of This Book
2. A Qualitative View of the World: Theory and Data Analysis
Inside the Qualitative World
Assumptions That Bind
Qualitative Words
The Qualitative Approach
Qualitative Methods
Qualitative Data
Analysis of Qualitative Date
Summary
Key Terms
Exercises
Related Reading
3. Ethnographic Methods for Advertising Research
Getting Emic
Participant Observation
General Issues With Participant Observation Studies
Panel Studies
General Issues With Panel Studies
Getting Ready to Listen
Summary
Key Terms
Exercises
Related Reading
4. Listening to Consumers: The Qualitative Interview
Characteristics of Qualitative Interviewing
Getting Ready to Interview
Conducting the Interview
Introducing Objects
Ending the Interview
Analyzing the Transcripts
5. Projective Techniques
6. Qualitative Research Online: Focus Groups and Interviews
7. Briefing the Team: Writing and Presenting the Creative Brief
8. Balancing Ideals with Real World Constraints
9. Parting Thoughts

Su questa edizione

• Editore: Sage Pubns
• Data di pubblicazione: 2002
• ISBN 10: 0761923837
• ISBN 13: 9780761923831
• Rilegatura: Copertina flessibile
• Numero di pagine: 139
• Redattore: Morrison Margaret A., Haley Eric E.