Using Qualitative Research In Advertising
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| Author | : Margaret A. Morrison |
| Publisher | : SAGE |
| Total Pages | : 241 |
| Release | : 2012 |
| Genre | : Business & Economics |
| ISBN | : 1412987245 |
This 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 created 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. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.
| Author | : Margaret A. Morrison |
| Publisher | : SAGE Publications |
| Total Pages | : 241 |
| Release | : 2011-10-31 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1483342220 |
This 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. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.
| Author | : Margaret A. Morrison |
| Publisher | : SAGE |
| Total Pages | : 156 |
| Release | : 2002 |
| Genre | : Business & Economics |
| ISBN | : 9780761923831 |
In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation.
| Author | : David Carson |
| Publisher | : SAGE |
| Total Pages | : 255 |
| Release | : 2001-02-01 |
| Genre | : Business & Economics |
| ISBN | : 1446234983 |
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
| Author | : Russell W. Belk |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 609 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : 1847204120 |
A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
| Author | : Chris Hackley |
| Publisher | : Routledge |
| Total Pages | : 239 |
| Release | : 2019-12-09 |
| Genre | : Business & Economics |
| ISBN | : 0429822790 |
This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.
| Author | : Johanna Moisander |
| Publisher | : SAGE |
| Total Pages | : 463 |
| Release | : 2006-05-11 |
| Genre | : Business & Economics |
| ISBN | : 1446233057 |
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.
| Author | : Christine Daymon |
| Publisher | : Routledge |
| Total Pages | : 306 |
| Release | : 2005-06-29 |
| Genre | : Business & Economics |
| ISBN | : 1134596081 |
A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.
| Author | : Mercedes Esteban-Bravo |
| Publisher | : Cambridge University Press |
| Total Pages | : 883 |
| Release | : 2021-01-28 |
| Genre | : Business & Economics |
| ISBN | : 1108834981 |
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
| Author | : Judith Wardle |
| Publisher | : SAGE |
| Total Pages | : 153 |
| Release | : 2002-07-18 |
| Genre | : Business & Economics |
| ISBN | : 184787696X |
'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - Admap 'this is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for in Brief magazine 'It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society 'An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.
