Using Qualitative Research in Advertising

Strategies, Techniques, and Applications
Erscheinungsjahr 2002
ISBN: 978-0-7619-2383-1
Verlag: SAGE Publications

Buch, Englisch, 152 Seiten, Format (B × H): 152 mm x 229 mm

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.

Autoren/Hrsg.

Haley, Eric E.

Taylor, Ronald E.

Morrison, Margaret Ann

Bartel Sheehan, Kim

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Haley, Eric E.
<b>Eric Haley</b> is Professor in the Department of Advertising at the University of Tennessee, Knoxville. He received his Ph.D. from The University of Georgia in 1992. He teaches a variety of advertising courses and a doctoral seminar in qualitative research. He is an active research consultant helping national clients with custom research information needs. His publications have appeared in the <i>Journal of Advertising</i> and the <i>Journal of Current Issues and Research in Advertising</i>.

Taylor, Ronald E.
<b>Ronald E. Taylor</b> is Professor and Director of the School of Advertising and Public Relations at the University of Tennessee, Knoxville. He earned an A.B. in Journalism at the University of North Carolina at Chapel Hill and M.S. in Advertising, and Ph.D. in Communication at the University of Illinois at Urbana-Champaign. He has taught a course in qualitative research methods at Tennessee for the past 15 years. Dr. Taylor is interested in European advertising and advertising regulation. He has lectured in France and conducted research in France, Belgium, and Spain.

Morrison, Margaret Ann
<b>Margaret A. Morrison</b> is Professor in the School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, account planning, qualitative research, and advertising campaigns at Tennessee since 1995. Her work has appeared in various outlets such as <i>Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising,</i> and <i>American Journal of Public Health.</i>

Bartel Sheehan, Kim
<b><p>Kim Sheehan</b> is Assistant Professor at the University of Oregon's School of Journalism and Communication. She received the Ph.D. from the University of Tennessee in 1998. Her teaching and research interests include online consumer behavior and research methods, and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research and the Journal of Public Policy and Marketing.</p> <p> </p>