Using qualitative research in advertising : strategies, techniques, and applications /
Margaret A. Morrison [and others].
- Second edition.
- xv, 218 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Machine generated contents note: 1.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 -- 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 Data -- Multiple Versus Mixed Methods -- 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 -- 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 -- 5.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 -- 6.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 -- 7.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 -- 8.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 -- 9.Evaluating the Work of Planners and Parting Thoughts -- How It Is and How It Should Be -- Evaluation Measures Used in Award-Wiiuiing Planning -- Parting Thoughts -- Thoughts on Building Your Toolbox.