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This is the 2nd edition with a publication date of 10/31/2011.
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The Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques focus groups, and online/social media applications positioned within a theoretical context of the value of qualitative research will bring the content from the pages to the real world.
Table of Contents
|Introduction and Overview||p. 1|
|A Brief History of Account Planning||p. 4|
|The Function of Planning||p. 7|
|The Role of Research in the Day-to-Day Activities of Account Planners||p. 8|
|Stages of Account Planning||p. 10|
|Account Planning as Part of the Overall Marketing Effort||p. 17|
|Organization of This Book||p. 18|
|A Qualitative View of the World||p. 23|
|Theory and Data Analysis||p. 23|
|Inside the Qualitative World||p. 24|
|Assumptions That Bind||p. 25|
|Qualitative Words||p. 27|
|The Qualitative Approach||p. 28|
|Qualitative Methods||p. 29|
|Qualitative Data||p. 30|
|Analysis of Qualitative Data||p. 30|
|Multiple Versus Mixed Methods||p. 36|
|Key Terms||p. 39|
|Related Reading||p. 41|
|Ethnographic Methods for Advertising Research||p. 43|
|Getting Emic||p. 43|
|Participant Observation||p. 45|
|General Issues With Participant Observation Studies||p. 47|
|Panel Studies||p. 56|
|General Issues With Panel Studies||p. 58|
|Getting Ready to Listen||p. 60|
|Key Terms||p. 61|
|Related Reading||p. 64|
|Listening to Consumers||p. 65|
|The Qualitative Interview||p. 65|
|Characteristics of Qualitative Interviewing||p. 66|
|Getting Ready to Interview||p. 68|
|Conducting the Interview||p. 71|
|Introducing Objects||p. 74|
|Ending the Interview||p. 75|
|Analyzing the Transcripts||p. 75|
|Interviewing Groups||p. 80|
|When You Can't Gain Access to the Natural Setting||p. 83|
|Clarifying the Social Role of Qualitative Interviewer||p. 84|
|Key Terms||p. 86|
|Related Reading||p. 88|
|Projective and Elicitation Techniques||p. 89|
|History of Projective Techniques||p. 92|
|Types of Projective Techniques||p. 94|
|Advantages and Disadvantages of Projective Techniques||p. 107|
|Data Analysis||p. 109|
|Key Terms||p. 113|
|Related Reading||p. 116|
|Qualitative Research Online||p. 117|
|Focus Groups and Interviews||p. 117|
|Online Focus Groups||p. 119|
|Planning the Group and the Role of the Moderator||p. 124|
|Asynchronous Groups||p. 126|
|Depth Interviewing||p. 132|
|Key Terms||p. 140|
|Related Reading||p. 142|
|Using Research to Inspire Great Creative Work||p. 143|
|Writing and Presenting the Creative Brief||p. 143|
|The Role of the Account Planner||p. 144|
|The Role of the Creative Brief||p. 145|
|The Basics of the Creative Brief||p. 149|
|The Language of the Creative Brief||p. 154|
|Assessing the Creative Brief||p. 156|
|Presenting the Brief||p. 158|
|Enhancing the Creative Brief||p. 160|
|Finding the Most Compelling Way to Deliver the Strategy||p. 160|
|A Final Check||p. 162|
|Key Terms||p. 163|
|Related Reading||p. 164|
|Balancing Ideals and Real-World Constraints||p. 165|
|Redundancy and Budget Constraints||p. 166|
|Cost-Effective Research Based on Client Rosters||p. 169|
|Using Multiple Researchers to Save Time||p. 170|
|Getting Permission to Ask the Questions You Need and Avoiding Questions You Don't||p. 172|
|Key Terms||p. 176|
|Related Reading||p. 178|
|Evaluating the Work of Planners and Parting Thoughts||p. 179|
|How It Is and How It Should Be||p. 180|
|Evaluation Measures Used in Award-Winning Planning||p. 181|
|Parting Thoughts||p. 183|
|Thoughts on Building Your Toolbox||p. 185|
|Conducting a Long Interview||p. 187|
|Putting Your Skills to Use||p. 197|
|Disney's Animal Kingdom Theme Park: A Case Study||p. 201|
|About the Authors||p. 217|
|Table of Contents provided by Ingram. All Rights Reserved.|