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This 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. The text describes how these techniques 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 illustrate the value of qualitative research in the real world.

Tabla de contenidos provista por Syndetics

• Preface(p. ix)
• Acknowledgments(p. xv)
• 1 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)
• Examples(p. 12)
• Account Planning as Part of the Overall Marketing Effort(p. 17)
• Organization of This Book(p. 18)
• 2 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)
• Summary(p. 38)
• Key Terms(p. 39)
• Exercises(p. 40)
• Related Reading(p. 41)
• 3 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)
• Summary(p. 61)
• Key Terms(p. 61)
• Exercises(p. 63)
• Related Reading(p. 64)
• 4 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)
• Summary(p. 85)
• Key Terms(p. 86)
• Exercises(p. 86)
• Related Reading(p. 88)
• 5 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)
• Summary(p. 113)
• Key Terms(p. 113)
• Exercises(p. 115)
• Related Reading(p. 116)
• 6 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)
• Summary(p. 140)
• Key Terms(p. 140)
• Exercises(p. 141)
• Related Reading(p. 142)
• 7 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)
• Summary(p. 162)
• Key Terms(p. 163)
• Exercises(p. 164)
• Related Reading(p. 164)
• 8 Balancing Ideals and Real-World Constraints(p. 165)
• Budget(p. 165)
• Redundancy and Budget Constraints(p. 166)
• Over-Recruiting(p. 168)
• Cost-Effective Research Based on Client Rosters(p. 169)
• Scheduling(p. 170)
• Using Multiple Researchers to Save Time(p. 170)
• Getting Permission to Ask the Questions You Need and Avoiding Questions You Don't(p. 172)
• Summary(p. 176)
• Key Terms(p. 176)
• Exercises(p. 177)
• Related Reading(p. 178)
• 9 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)
• Appendix 1 Conducting a Long Interview(p. 187)
• Appendix 2 Putting Your Skills to Use(p. 197)
• Appendix 3 Disney's Animal Kingdom Theme Park: A Case Study(p. 201)
• References(p. 207)
• Index(p. 213)
• About the Authors(p. 217)

Reseñas proporcionadas por Syndetics

CHOICE Review

This concise, easily accessible primer (1st ed., 2002) on qualitative research methods such as in-depth interviews, projective techniques, and focus groups easily could have been titled "Using Qualitative Research in Marketing." Other than the introduction and conclusion, only chapter 7 on the creation and presentation of a creative advertising brief deals explicitly with advertising. In general, the methods and related extended examples presented in this work pertain to marketing and applied social science research. After an overview of the unique contributions that qualitative research (relative to quantitative research) can make toward understanding consumers' attitudes and behaviors, the authors, all academics, provide many useful tips for conducting qualitative research. Their basic recommendations for completing in-depth interviews (chapter 4), using projective and elicitation techniques (chapter 5), and developing a creative advertising brief (chapter 7) should be especially helpful to qualitative research rookies. The end-of-chapter summaries, glossaries, and exercises (likely field tested with the authors' students) provide an excellent pedagogical touch. It would be desirable for the next edition to include more discussion about the ethical issues such research methods pose. Summing Up: Highly recommended. General readers, all levels of undergraduate and two-year business program students, and practitioners. M. R. Hyman New Mexico State University

Notas de autor provistas por Syndetics

Margaret A. Morrison 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 Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising, and American Journal of Public Health

Eric Haley 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 Journal of Advertising and the Journal of Current Issues and Research in Advertising.

Kim Bartel Sheehan is a Professor and Director of the Master's Program in Strategic Communication and the Undergraduate Honors Program at the School of Communication and Journalism at the University of Oregon. She held leadership positions at agencies in Boston, Chicago, and St. Louis and has consulted with numerous companies. Her research involves advertising, culture, and new technology, with a focus on sustainability communications. She has published extensively about online privacy, advertising ethics, and direct-to-consumer prescription drug advertising. She has served as an Associate Editor and a Special Issue Editor for the Journal of Advertising and President of the American Academy of Advertising . Sheehan won the School of Journalism and Communication's Marshall Award for Innovative Teaching in 2001 and 2010. She is currently a Fellow for the Society of New Communications Research and has been a two-time Page Legacy Scholar and two-time Dave and Nancy Petrone Faculty Fellow.

Ronald E. Taylor 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.