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

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2011-10-31
  • Publisher: SAGE Publications, Inc

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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

Prefacep. ix
Acknowledgmentsp. xv
Introduction and Overviewp. 1
A Brief History of Account Planningp. 4
The Function of Planningp. 7
The Role of Research in the Day-to-Day Activities of Account Plannersp. 8
Stages of Account Planningp. 10
Examplesp. 12
Account Planning as Part of the Overall Marketing Effortp. 17
Organization of This Bookp. 18
A Qualitative View of the Worldp. 23
Theory and Data Analysisp. 23
Inside the Qualitative Worldp. 24
Assumptions That Bindp. 25
Qualitative Wordsp. 27
The Qualitative Approachp. 28
Qualitative Methodsp. 29
Qualitative Datap. 30
Analysis of Qualitative Datap. 30
Multiple Versus Mixed Methodsp. 36
Summaryp. 38
Key Termsp. 39
Exercisesp. 40
Related Readingp. 41
Ethnographic Methods for Advertising Researchp. 43
Getting Emicp. 43
Participant Observationp. 45
General Issues With Participant Observation Studiesp. 47
Panel Studiesp. 56
General Issues With Panel Studiesp. 58
Getting Ready to Listenp. 60
Summaryp. 61
Key Termsp. 61
Exercisesp. 63
Related Readingp. 64
Listening to Consumersp. 65
The Qualitative Interviewp. 65
Characteristics of Qualitative Interviewingp. 66
Getting Ready to Interviewp. 68
Conducting the Interviewp. 71
Introducing Objectsp. 74
Ending the Interviewp. 75
Analyzing the Transcriptsp. 75
Interviewing Groupsp. 80
When You Can't Gain Access to the Natural Settingp. 83
Clarifying the Social Role of Qualitative Interviewerp. 84
Summaryp. 85
Key Termsp. 86
Exercisesp. 86
Related Readingp. 88
Projective and Elicitation Techniquesp. 89
History of Projective Techniquesp. 92
Types of Projective Techniquesp. 94
Advantages and Disadvantages of Projective Techniquesp. 107
Data Analysisp. 109
Summaryp. 113
Key Termsp. 113
Exercisesp. 115
Related Readingp. 116
Qualitative Research Onlinep. 117
Focus Groups and Interviewsp. 117
Online Focus Groupsp. 119
Planning the Group and the Role of the Moderatorp. 124
Asynchronous Groupsp. 126
Depth Interviewingp. 132
Summaryp. 140
Key Termsp. 140
Exercisesp. 141
Related Readingp. 142
Using Research to Inspire Great Creative Workp. 143
Writing and Presenting the Creative Briefp. 143
The Role of the Account Plannerp. 144
The Role of the Creative Briefp. 145
The Basics of the Creative Briefp. 149
The Language of the Creative Briefp. 154
Assessing the Creative Briefp. 156
Presenting the Briefp. 158
Enhancing the Creative Briefp. 160
Finding the Most Compelling Way to Deliver the Strategyp. 160
A Final Checkp. 162
Summaryp. 162
Key Termsp. 163
Exercisesp. 164
Related Readingp. 164
Balancing Ideals and Real-World Constraintsp. 165
Budgetp. 165
Redundancy and Budget Constraintsp. 166
Over-Recruitingp. 168
Cost-Effective Research Based on Client Rostersp. 169
Schedulingp. 170
Using Multiple Researchers to Save Timep. 170
Getting Permission to Ask the Questions You Need and Avoiding Questions You Don'tp. 172
Summaryp. 176
Key Termsp. 176
Exercisesp. 177
Related Readingp. 178
Evaluating the Work of Planners and Parting Thoughtsp. 179
How It Is and How It Should Bep. 180
Evaluation Measures Used in Award-Winning Planningp. 181
Parting Thoughtsp. 183
Thoughts on Building Your Toolboxp. 185
Conducting a Long Interviewp. 187
Putting Your Skills to Usep. 197
Disney's Animal Kingdom Theme Park: A Case Studyp. 201
Referencesp. 207
Indexp. 213
About the Authorsp. 217
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