Rent 9781412987240 | Using Qualitative Research in Advertising : Strategies, Techniques, and Applications

Summary Table of Contents

The 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 and how they aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information a... MORE

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Preface	p. ix
Acknowledgments	p. xv
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
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
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
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
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
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
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
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
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
Conducting a Long Interview	p. 187
Putting Your Skills to Use	p. 197
Disney's Animal Kingdom Theme Park: A Case Study	p. 201
References	p. 207
Index	p. 213
About the Authors	p. 217
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