Using Qualitative Research in Advertising

Author: Margaret A. Morrison
Publisher: SAGE
ISBN: 1412987245
Format: PDF, ePub
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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.

Handbook of Qualitative Research Methods in Marketing

Author: Russell W. Belk
Publisher: Edward Elgar Publishing
ISBN: 1847204120
Format: PDF, ePub, Docs
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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.

Qualitative Research Methods in Public Relations and Marketing Communications

Author: Christine Daymon
Publisher: Routledge
ISBN: 1136935037
Format: PDF, ePub, Mobi
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The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Ratings Analysis

Author: James Webster
Publisher: Routledge
ISBN: 1135603421
Format: PDF, Kindle
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Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the to

Qualitative methods for marketplace research

Author: Shay Sayre
Publisher: Sage Publications, Inc
ISBN: 9780761922698
Format: PDF, ePub
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All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.

Understanding Consumer Decision Making

Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693161
Format: PDF, ePub
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The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the means-end approach to marketing and advertising problems, and describe the conceptual foundations of the means-end approach. This book is of interest to academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. It is intended as a reference book containing ideas about the means-end approach and its applications.

Advertising Research

Author: Joel J. Davis
Publisher: Pearson Higher Ed
ISBN: 0132998165
Format: PDF, Mobi
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This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. Discover how to design and use advertising research. In order to become a successful advertising professional, it’s important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment. New chapters have been added in this edition that highlight recent developments in advertisers’ behaviors. Changes and advancements in research design and methodology are also addressed.

Qualitative Research Practice

Author: Jane Ritchie
Publisher: SAGE
ISBN: 1446296202
Format: PDF, Mobi
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Why use qualitative methods? What kinds of questions can qualitative methods help you answer? How do you actually do rigorous and reflective qualitative research in the real world? Written by a team of leading researchers associated with NatCen Social Research (the National Centre for Social Research) this textbook leads students and researchers through the entire process of qualitative research from beginning to end - moving through design, sampling, data collection, analysis and reporting. In this fully revised second edition you will find: A practical account of how to carry out qualitative research which recognises a range of current approaches and applications A brand new chapter on ethics A brand new chapter on observational research Updated advice on using software when analysing your qualitative data New case studies which illustrate issues you may encounter and how problems have been tackled by other researchers. This book is an ideal guide for students, practitioners and researchers faced with the challenges of doing qualitative research in both applied and academic settings in messy real-life contexts.

Basics of Qualitative Research

Author: Juliet Corbin
Publisher: SAGE Publications
ISBN: 1483315681
Format: PDF
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Offering immensely practical advice, Basics of Qualitative Research, Fourth Edition presents methods that enable researchers to analyze, interpret, and make sense of their data, and ultimately build theory from it. Authors Juliet Corbin and Anselm Strauss (late of the University of San Francisco and co-creator of grounded theory) walk readers step-by-step through the research process—from the formation of the research question through several approaches to coding, analysis, and reporting. Packed with definitions and illustrative examples, this highly accessible book concludes with chapters that present criteria for evaluating a study, as well as responses to common questions posed by students of qualitative research. New end-of-chapter “Insider Insights” contributed by qualitative researchers give readers a sense of what it’s like to work in the field. Significantly revised, this Fourth Edition remains a landmark volume in the study of qualitative methods.

Qualitative Research Interviewing

Author: Tom Wengraf
Publisher: SAGE
ISBN: 9780803975019
Format: PDF, Mobi
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Unique in its conceptual coherence and the level of practical detail, this book provides a comprehensive resource for those concerned with the practice of semi-structured interviewing, the most commonly used interview approach in social research, and in particular for in-depth, biographic narrative interviewing. It covers the full range of practices from the identification of topics through to strategies for writing up research findings in diverse ways.