ISBN13:978-0761923831 ISBN10: 0761923837 This edition has also been released as: ISBN13: 978-0761925996 ISBN10: 0761925996
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 co
ntext 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.
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.
Edition/Copyright:02 Cover: Publisher:Sage Publications, Inc. Year Published: 2002 International: No
View 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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