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Product Description
Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.
Using Qualitative Research in Advertising:
- Gives an overview of qualitative research theory
- Lists the key terms and definitions
- Provides exercises to practice and hone skills
- Evaluates new technology in research practice
About the Author
Margaret A. Morrison is Assistant Professor in the Department of Advertising at the University of Tennessee. She received her Ph.D. from The University of Georgia in 1996.
She has taught classes in media planning, creative strategy, advertising management and advertising campaigns at Tennessee since 1995. Her work has appeared in Journal of Broadcasting and Electronic Media, Journal of Advertising and Critical Studies in Mass Communication.
Eric Haley is Associate Professor in the Department of Advertising at the University of Tennessee. He received his Ph.D. from The University of Georgia in1992. He teaches a variety of advertising courses and a doctoral seminar in qualitative research. He is an active research consultant helping national clients with custom research information needs. His publications have appeared in the Journal of Adverising and the Journal of Currrent Issues and Research in Advertising.
Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. She received the Ph.D. from the University of Tennessee in 1998. Her teaching and research interests include online consumer behavior and research methods, and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research and the Journal of Public Policy and Marketing.
Ronald E. Taylor is Professor and Head of the Department of Advertising at the University of Tennessee. He earned an A.B. in Journalism at the University of North Carolina at Chapel Hill and M.S. in Advertising and Ph.D. in Communication at the University of Illinois at Urbana-Champaign. He has taught a course in qualitative research methods at Tennessee for the past 15 years.
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Advertising, as you've probably noticed, surrounds every facet of your life. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
creative brief, online focus groups, account planners, qualitative world, projective data, emic understanding, consumer insights, using projective techniques, traditional focus group, emergent design, multiple researchers, creative team, qualitative interviewing, account planning Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, Got Milk, Western Union, Angel Soft, Rolling Rock, Securing Attendance, Thousand Oaks, Mad Dogs, World War, California Fluid Milk Processors Advisory Board, Research Group, Slim Fast, The House Where the Brand Lives New!
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