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Using Qualitative Research in Advertising
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Using Qualitative Research in Advertising
Strategies, Techniques, and Applications

Second Edition


October 2011 | 240 pages | SAGE Publications, Inc
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 and discussions on interviewing, projective techniques focus groups, and online/social media applications positioned within a theoretical context of the value of qualitative research will bring the content from the pages to the real world.
 
Preface
 
Acknowledgments
 
1. Introduction and Overview
 
2. A Qualitative View of the World
 
3. Ethnographic Methods for Advertising Research
 
4. Listening to Consumers
 
5. Projective and Elicitation Techniques
 
6. Qualitative Research Online
 
7. Using Research to Inspire Great Creative Work
 
8. Balancing Ideals and Real-World Constraints
 
9. Evaluating the Work of Planners and Parting Thoughts
 
Appendix 1: Conducting a Long Interview
 
Appendix 2: Putting Your Skills to Use
 
Appendix 3: Disney?s Animal Kingdom: A Case Study
 
References
 
Index
 
About the Authors

I've been using this text for about five years--both the previous edition and this one. It's easily the best resource I've found to teach qualitative research to undergraduate students. Easily read and understood, this text makes it easy for students to understand why they would conduct qualitative research and how to do so effectively.

Dr Danielle Coombs
Journalism and Mass Communication, Kent State University
October 9, 2012

Margaret Ann Morrison

Margaret A. Morrison is Professor in the School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, account planning, qualitative research, and advertising campaigns at Tennessee since 1995. Her work has appeared in various outlets such as Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising, and American Journal of Public Health More About Author

Eric E. Haley

Eric Haley is Professor in the Department of Advertising at the University of Tennessee, Knoxville. He received his Ph.D. from The University of Georgia in 1992. 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 Advertising and the Journal of Current Issues and Research in Advertising. More About Author

Kim Bartel Sheehan

Kim Bartel Sheehan is a Professor and Director of the Master’s Program in Strategic Communication and the Undergraduate Honors Program at the School of Communication and Journalism at the University of Oregon. She held leadership positions at agencies in Boston, Chicago, and St. Louis and has consulted with numerous companies. Her research involves advertising, culture, and new technology, with a focus on sustainability communications. She has published extensively about online privacy, advertising ethics, and direct-to-consumer prescription drug advertising. She has served as an Associate Editor and a Special Issue Editor for the Journal... More About Author

Ronald E. Taylor

Ronald E. Taylor is Professor and Director of the School of Advertising and Public Relations at the University of Tennessee, Knoxville. 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. Dr. Taylor is interested in European advertising and advertising regulation. He has lectured in France and conducted research in France, Belgium, and Spain. More About Author