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Using Qualitative Research in Advertising : Strategies, Techniques, and Applications - Margaret A. Morrison

Using Qualitative Research in Advertising

Strategies, Techniques, and Applications

By: Margaret A. Morrison (Editor), Eric E. Haley (Editor), Kim B. Sheehan (Editor), Ronald E. Taylor (Editor)

Paperback Published: 1st March 2002
ISBN: 9780761923831
Number Of Pages: 152

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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.

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
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
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
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
Projective Techniques
Qualitative Research Online: Focus Groups and Interviews
Briefing the Team: Writing and Presenting the Creative Brief
Balancing Ideals with Real World Constraints
Parting Thoughts
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761923831
ISBN-10: 0761923837
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 152
Published: 1st March 2002
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 22.9 x 15.2  x 1.3
Weight (kg): 0.2