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Using Qualitative Research in Advertising

Using Qualitative Research in Advertising - 02 edition

ISBN13: 978-0761923831

Cover of Using Qualitative Research in Advertising 02 (ISBN 978-0761923831)
ISBN13: 978-0761923831
ISBN10: 0761923837
Cover type:
Edition/Copyright: 02
Publisher: Sage Publications, Inc.
Published: 2002
International: No

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Using Qualitative Research in Advertising - 02 edition

ISBN13: 978-0761923831

Margaret A. Morrison, Eric Haley and Kim Bartel Sheehan

ISBN13: 978-0761923831
ISBN10: 0761923837
Cover type:
Edition/Copyright: 02
Publisher: Sage Publications, Inc.

Published: 2002
International: No
Summary

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.

Using Qualitative Research in Advertising:

  • Gives an overview of qualitative research theory
  • Lists the key terms and definitions
  • Provides exercises to practice and hone skills
  • Evaluates new technology in research practice

Table of Contents

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

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