Name: Using Qualitative Research in Advertising By Margaret A. Morrison
SKU: 9781412987240
Price: 4.96 USD
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Using Qualitative Research in Advertising Summary

Using Qualitative Research in Advertising: Strategies, Techniques, and Applications by Margaret A. Morrison

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.

About Margaret A. 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 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. 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 of Advertising and President of the American Academy of Advertising. Sheehan won the School of Journalism and Communication's Marshall Award for Innovative Teaching in 2001 and 2010. She is currently a Fellow for the Society of New Communications Research and has been a two-time Page Legacy Scholar and two-time Dave and Nancy Petrone Faculty Fellow. 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.

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

Additional information

Sku

CIN1412987245G

ISBN 13

9781412987240

ISBN 10

1412987245

Title

Using Qualitative Research in Advertising: Strategies, Techniques, and Applications by Margaret A. Morrison

Author

Margaret A. Morrison

Condition

Used - Good

Binding type

Paperback

Publisher

SAGE Publications Inc

Year published

20111213

Number of pages

240

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Using Qualitative Research in Advertising Margaret A. Morrison

Using Qualitative Research in Advertising by Margaret A. Morrison

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Using Qualitative Research in Advertising Summary

Using Qualitative Research in Advertising: Strategies, Techniques, and Applications by Margaret A. Morrison

About Margaret A. Morrison

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