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

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

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 139 p.
  • 言語 ENG
  • 商品コード 9780761923831
  • DDC分類 659.1072

基本説明

Also focuses on online research and how the Internet can be used to conduct interviews and online focus groups.

Full Description


This engaging book uses a step by step approach to describe what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation. Covering an extensive and informative range of topics this textbook guides marketing and management students through methodology, interviewing and project techniques. Advertising students are shown how to create the most effective advertising briefs. It explores how the use of pictures, video, audio, and computer-related technologies can help the advertising team analyse consumer needs using the latest technology. It also focusses on online research and how the Internet can be used to conduct interviews and online focus groups. It discusses the ethical considerations in doing online qualitative research, including assessments of participant risk, the appropriateness of topics and obtaining informed consent. This book will be very useful for advanced undergraduate and graduate courses in advertising, account planning, management, consumer behavior and marketing communication.

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