000			04403cam a2200397 i 4500
005			20221102154939.0
008			110610s2012 caua b 001 0 eng d
010			_a 2011024469
011			_aBIB MATCHES WORLDCAT
020			_a1412987245 _qpbk. (alk. paper)
020			_a9781412987240 _qpbk. (alk. paper)
035			_a(OCoLC)713187785
040			_aDLC _beng _erda _cDLC _dYDX _dBTCTA _dUKMGB _dYDXCP _dOCLCO _dCDX _dTULIB _dUPM _dIAD _dATU
042			_apcc
050	0	0	_aHF5814 _b.U78 2012
082	0	0	_a659.1072 _223
100	1		_aMorrison, Margaret A., _eauthor. _91035863
245	1	0	_aUsing qualitative research in advertising : _bstrategies, techniques, and applications / _cMargaret A. Morrison [and others].
250			_aSecond edition.
264		1	_aThousand Oaks, Calif. : _bSAGE, _c[2012]
264		4	_c©2012
300			_axv, 218 pages : _billustrations ; _c23 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aMachine 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.
588			_aMachine converted from AACR2 source record.
650		0	_aAdvertising _xResearch. _9313433
650		0	_aMarketing research _xMethodology _9372177
650		0	_aQualitative research. _9329056
907			_a.b12740214 _b22-08-17 _c28-10-15
942			_cB
945			_a659.1072 USI _g1 _iA517871B _j0 _lcmain _o- _p$55.22 _q- _r- _s- _t0 _u4 _v1 _w0 _x2 _y.i13284228 _z29-10-15
998			_ab _ac _b06-04-16 _cm _da _feng _gcau _h0
999			_c1243457 _d1243457