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Using Qualitative Research in Advertising
Strategies, Techniques, and Applications

Second Edition

Margaret A. Morrison - University of Tennessee Knoxville
Eric Haley - University of Tennessee Knoxville
Kim Bartel Sheehan - University of Oregon, USA
Ronald E. Taylor - University of Tennessee Knoxville

Other Titles in:
Advertising (Analysis) | Communication Research Methods | Marketing Research

December 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

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