Using Qualitative Research In Advertising

Author : Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor
Publisher : SAGE
Page : 241 pages
File Size : 47,6 Mb
Release : 2011-10-31
Category : Business & Economics
ISBN : 9781412987240

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Using Qualitative Research in Advertising by Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor Pdf

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.

Author : Chris Hackley
Publisher : Routledge
Page : 228 pages
File Size : 44,5 Mb
Release : 2019-12-09
Category : Business & Economics
ISBN : 9780429822797

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Qualitative Research in Marketing and Management by Chris Hackley Pdf

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.

Author : Russell W. Belk
Publisher : Edward Elgar Publishing
Page : 609 pages
File Size : 49,9 Mb
Release : 2007
Category : Business & Economics
ISBN : 9781847204127

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Handbook of Qualitative Research Methods in Marketing by Russell W. Belk Pdf

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.

Author : David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug
Publisher : SAGE
Page : 255 pages
File Size : 52,9 Mb
Release : 2001-02-01
Category : Business & Economics
ISBN : 9781446234983

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Qualitative Marketing Research by David Carson,Audrey Gilmore,Chad Perry,Kjell Gronhaug Pdf

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

Author : Christine Daymon,Immy Holloway
Publisher : Routledge
Page : 416 pages
File Size : 55,6 Mb
Release : 2010-09-13
Category : Business & Economics
ISBN : 9781136935022

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Qualitative Research Methods in Public Relations and Marketing Communications by Christine Daymon,Immy Holloway Pdf

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.

Author : Danny N. Bellenger,Kenneth L. Bernhardt,Jac L. Goldstucker
Publisher : Marketing Classics Press
Page : 85 pages
File Size : 41,8 Mb
Release : 2011-09-15
Category : Business & Economics
ISBN : 9781613112151

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Qualitative Research in Marketing by Danny N. Bellenger,Kenneth L. Bernhardt,Jac L. Goldstucker Pdf

Author : Judith Wardle
Publisher : SAGE
Page : 153 pages
File Size : 43,8 Mb
Release : 2002-07-18
Category : Business & Economics
ISBN : 9781847876966

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Developing Advertising with Qualitative Market Research by Judith Wardle Pdf

'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - Admap 'this is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for in Brief magazine 'It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society 'An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.

Author : Mercedes Esteban-Bravo,Jose M. Vidal-Sanz
Publisher : Cambridge University Press
Page : 883 pages
File Size : 41,6 Mb
Release : 2021-01-28
Category : Business & Economics
ISBN : 9781108834988

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Marketing Research Methods by Mercedes Esteban-Bravo,Jose M. Vidal-Sanz Pdf

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Author : Russell W. Belk
Publisher : Emerald Group Publishing
Page : 296 pages
File Size : 50,8 Mb
Release : 2017-08-18
Category : Business & Economics
ISBN : 9781787149465

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Qualitative Consumer Research by Russell W. Belk Pdf

Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.

Author : Krittinee Nuttavuthisit
Publisher : Springer
Page : 315 pages
File Size : 55,8 Mb
Release : 2019-02-13
Category : Business & Economics
ISBN : 9789811361425

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Qualitative Consumer and Marketing Research by Krittinee Nuttavuthisit Pdf

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.

Author : Russell Belk,Eileen Fischer,Robert V Kozinets
Publisher : SAGE
Page : 243 pages
File Size : 55,6 Mb
Release : 2012-12-14
Category : Business & Economics
ISBN : 9781446272060

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Qualitative Consumer and Marketing Research by Russell Belk,Eileen Fischer,Robert V Kozinets Pdf

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.

Author : Hy Mariampolski
Publisher : SAGE
Page : 330 pages
File Size : 50,8 Mb
Release : 2001-08-21
Category : Business & Economics
ISBN : 0761969454

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Qualitative Market Research by Hy Mariampolski Pdf

This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research.

Author : Johanna Moisander,Anu Valtonen
Publisher : SAGE
Page : 240 pages
File Size : 43,8 Mb
Release : 2006-05-11
Category : Business & Economics
ISBN : 9781446233054

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Qualitative Marketing Research by Johanna Moisander,Anu Valtonen Pdf

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

Author : Dominika Maison
Publisher : Routledge
Page : 238 pages
File Size : 44,5 Mb
Release : 2018-09-24
Category : Business & Economics
ISBN : 9780429883385

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Qualitative Marketing Research by Dominika Maison Pdf

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Author : Paul Hackett
Publisher : Psychology Press
Page : 386 pages
File Size : 53,8 Mb
Release : 2015-08-20
Category : Psychology
ISBN : 9781317690276

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Qualitative Research Methods in Consumer Psychology by Paul Hackett Pdf

While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.