Using Qualitative Research in Advertising Strategies, Techniques, and Applications

ISBN-10: 1412987245
ISBN-13: 9781412987240
Edition: 2nd 2012
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Book details

List price: $70.00
Edition: 2nd
Copyright year: 2012
Publisher: SAGE Publications, Incorporated
Publication date: 10/31/2011
Binding: Paperback
Pages: 240
Size: 5.75" wide x 8.75" long x 0.50" tall
Weight: 0.946
Language: English

Kim Bartel Sheehan is a Professor and Director of the Masterrsquo;s Program in Strategic Communication 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. Dr. Sheehan teaches the Principles of Advertising course, as well as courses in advertising and brand planning, media, and research methodology. She also works with Portland students in the Strategic Communication program. Her research involves culture and new technology, and she has published extensively about online privacy, advertising ethics, and Direct-to-Consumer prescription drug advertising. She currently serves as Associate Editor of the Journal of Advertising, the leading advertising research journal And has published three books. Sheehan won the School of Journalism and Communicationrsquo;s Marshall Award for Innovative Teaching in 2001 and 2010. She has been an Oregon Community Credit Union Fellow, a Page Legacy Scholar, and the Dave and Nancy Petrone Faculty Fellow.

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.

Ronald E. Taylor is Professor and Director of the Department of Advertising 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.

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.

Preface
Acknowledgments
Introduction and Overview
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 Effort
Organization of This Book
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 Data
Multiple Versus Mixed Methods
Summary
Key Terms
Exercises
Related Reading
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
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
Interviewing Groups
When You Can't Gain Access to the Natural Setting
Clarifying the Social Role of Qualitative Interviewer
Summary
Key Terms
Exercises
Related Reading
Projective and Elicitation Techniques
History of Projective Techniques
Types of Projective Techniques
Advantages and Disadvantages of Projective Techniques
Data Analysis
Summary
Key Terms
Exercises
Related Reading
Qualitative Research Online
Focus Groups and Interviews
Online Focus Groups
Planning the Group and the Role of the Moderator
Asynchronous Groups
Depth Interviewing
Summary
Key Terms
Exercises
Related Reading
Using Research to Inspire Great Creative Work
Writing and Presenting the Creative Brief
The Role of the Account Planner
The Role of the Creative Brief
The Basics of the Creative Brief
The Language of the Creative Brief
Assessing the Creative Brief
Presenting the Brief
Enhancing the Creative Brief
Finding the Most Compelling Way to Deliver the Strategy
A Final Check
Summary
Key Terms
Exercises
Related Reading
Balancing Ideals and Real-World Constraints
Budget
Redundancy and Budget Constraints
Over-Recruiting
Cost-Effective Research Based on Client Rosters
Scheduling
Using Multiple Researchers to Save Time
Getting Permission to Ask the Questions You Need and Avoiding Questions You Don't
Summary
Key Terms
Exercises
Related Reading
Evaluating the Work of Planners and Parting Thoughts
How It Is and How It Should Be
Evaluation Measures Used in Award-Winning Planning
Parting Thoughts
Thoughts on Building Your Toolbox
Conducting a Long Interview
Putting Your Skills to Use
Disney's Animal Kingdom Theme Park: A Case Study
References
Index
About the Authors

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