Using Qualitative Research in Advertising : Strategies, Techniques, and Applications,9780761925996

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

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ISBN13: 9780761925996
ISBN10: 0761925996
Format: Hardcover
Pub. Date: 2002-03-19
Publisher(s): Sage Publications, Inc
List Price: $83.00

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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

Acknowledgments viii
Introduction and Overview
1(15)
A Brief History of Account Planning
2(2)
The Function of Planning
4(1)
The Role of Research in the Day-to-Day Activities of Account Planners
5(2)
Stages of Account Planning
7(2)
Examples
9(2)
Account Planning as Part of the Overall Marketing Effort
11(1)
Organization of This Book
12(4)
A Qualitative View of the World: Theory and Data Analysis
16(13)
Inside the Qualitative World
17(1)
Assumptions That Bind
17(3)
Qualitative Words
20(1)
The Qualitative Approach
20(1)
Qualitative Methods
21(1)
Qualitative Data
22(1)
Analysis of Qualitative Data
22(5)
Summary
27(1)
Key Terms
27(1)
Exercises
28(1)
Related Reading
28(1)
Ethnographic Methods for Advertising Research
29(16)
Getting Emic
29(1)
Participant Observation
30(2)
General Issues With Participant Observation Studies
32(5)
Panel Studies
37(3)
General Issues With Panel Studies
40(1)
Getting Ready to Listen
41(1)
Summary
42(1)
Key Terms
42(1)
Exercises
43(1)
Related Reading
44(1)
Listening to Consumers: The Qualitative Interview
45(17)
Characteristics of Qualitative Interviewing
46(2)
Getting Ready to Interview
48(2)
Conducting the Interview
50(2)
Introducing Objects
52(1)
Ending the Interview
53(1)
Analyzing the Transcripts
53(4)
Interviewing Groups
57(2)
When You Can't Gain Access to the Natural Setting
59(1)
Summary
60(1)
Key Terms
60(1)
Exercises
61(1)
Related Reading
61(1)
Projective Techniques
62(18)
History of Projective Techniques
64(2)
Types of Projective Techniques
66(7)
Advantages and Disadvantages of Projective Techniques
73(2)
Data Analysis
75(3)
Summary
78(1)
Key Terms
78(1)
Exercises
79(1)
Related Reading
79(1)
Qualitative Research Online: Focus Groups and Interviews
80(24)
Online Focus Groups
82(4)
Implementing Online Focus Groups
86(11)
Depth Interviewing
97(4)
Informing Participants
101(1)
Summary
101(1)
Key Terms
102(1)
Exercises
102(1)
Related Reading
103(1)
Briefing the Team: Writing and Presenting the Creative Brief
104(13)
Account Planners and the Creative Team
105(1)
What Is the Role of the Creative Brief?
106(1)
The Account Planner and the Creative Brief
107(2)
The Basics of the Creative Brief
109(2)
Enhancing the Creative Brief
111(1)
The Language of the Creative Brief
112(2)
Assessing the Creative Brief
114(1)
Summary
115(1)
Key Terms
116(1)
Exercises
116(1)
Related Reading
116(1)
Balancing Ideals and Real-World Constraints
117(11)
Budget
117(1)
Redundancy and Budget Constraints
118(1)
Over-Recruiting
119(1)
Cost-Effective Research Based on Client Rosters
120(1)
Scheduling
120(1)
Using Multiple Researchers to Save Time
121(1)
Getting Permission to Ask the Questions You Need and Avoiding Questions You Don't
122(3)
Summary
125(1)
Key Terms
126(1)
Exercises
126(1)
Related Reading
127(1)
Parting Thoughts
128(4)
Thoughts on Innovation
129(1)
Thoughts on Teamwork
129(1)
Thoughts on Building Your Toolbox
130(1)
Looking Beyond Advertising Strategy
130(2)
References 132(3)
Index 135(4)
About the Authors 139

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