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Using qualitative research in advertising: strategies, techniques, and applications
Publisher
SAGE
Publication Date
c2012
Language
English
Description
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Table of Contents
From the Book - 2nd ed.
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
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
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
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
5. Projective and elicitation techniques
History of projective techniques
Types of projective techniques
Advantages and disadvantages of projective techniques
Data analysis
6. Qualitative research online
Focus groups and interviews
Online focus groups
Planning the group and the role of the moderator
Asynchronous groups
Depth interviewing
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
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
9. 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.
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Contributors
ISBN
9781412987240
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