using qualitative research in advertising strategies techniques and applications

Download Book Using Qualitative Research In Advertising Strategies Techniques And Applications in PDF format. You can Read Online Using Qualitative Research In Advertising Strategies Techniques And Applications here in PDF, EPUB, Mobi or Docx formats.

Using Qualitative Research In Advertising

Author : Margaret A. Morrison
ISBN : 9781412987240
Genre : Business & Economics
File Size : 82. 44 MB
Format : PDF, ePub
Download : 802
Read : 414

Download Now


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.

Consumer Psychology A Study Guide To Qualitative Research Methods

Author : Paul M. W. Hackett
ISBN : 9783847408918
Genre : Social Science
File Size : 78. 35 MB
Format : PDF
Download : 620
Read : 634

Download Now


This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition to that a weekly study guide, including comprehensive reading lists, completes the book.

Multi Platform Advertising Strategies In The Global Marketplace

Author : Yang, Kenneth C. C.
ISBN : 9781522531159
Genre : Business & Economics
File Size : 77. 65 MB
Format : PDF, ePub
Download : 576
Read : 452

Download Now


In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.

Handbook Of Qualitative Research Methods In Marketing

Author : Russell W. Belk
ISBN : 9781847204127
Genre : Business & Economics
File Size : 59. 10 MB
Format : PDF
Download : 544
Read : 785

Download Now


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.

Einf Hrung In Die Interpretationstechnik Der Objektiven Hermeneutik

Author : Andreas Wernet
ISBN : 9783531917290
Genre : Education
File Size : 81. 79 MB
Format : PDF, Docs
Download : 572
Read : 1325

Download Now


Das von Ulrich Oevermann begründete Verfahren der Objektiven Hermeneutik stößt vor allem in den Sozial- und Erziehungswissenschaften auf breites Interesse. Die zentrale methodologische Idee der Objektiven Hermeneutik besteht darin, die Rekonstruktion der Sinnstrukturen der sozialen Wirklichkeit methodisch an textliche Protokolle dieser Wirklichkeit zurückzubinden. So wird der Text zum Gegenstand einer empirisch-hermeneutischen, wirklichkeitswissenschaftlichen Sinnrekonstruktion. Dieses Buch bietet eine Einführung in das interpretatorische Vorgehen der Objektiven Hermeneutik. Zu Beginn werden die methodologischen Grundannahmen der Objektiven Hermeneutik vorgestellt. Im Zentrum stehen dann aber die methodischen Kernoperationen des Verfahrens. Diese werden an Beispielen vorgestellt und erläutert. Der Leser erhält damit einen Einblick in die interpretatorische Praxis dieser Methode und zugleich Anregungen für die eigene Forschungspraxis.

Aanwinsten Van De Centrale Bibliotheek Queteletfonds

Author : Bibliothèque centrale (Fonds Quetelet)
ISBN : STANFORD:36105113264944
Genre :
File Size : 64. 31 MB
Format : PDF
Download : 650
Read : 821

Download Now



Grounded Theory

Author : Anselm L. Strauss
ISBN : 3621272658
Genre : Grounded theory
File Size : 69. 73 MB
Format : PDF, Mobi
Download : 953
Read : 489

Download Now


Studierende und Forscher verschiedener Disziplinen, die am Entwickeln einer Theorie interessiert sind, stellen sich nach der Datenerhebung oft die Frage: Wie komme ich zu einer Theorie, die sich auf die empirische Realität gründet? Die Autoren beantworten diese und andere Fragen, die sich bei der qualitativen Interpretation von Daten ergeben. Auf klare und einfache Art geschrieben vermittelt das Buch Schritt für Schritt die grundlegenden Kenntnisse und Verfahrensweisen der "grounded theory" (datenbasierte Theorie), so daß es besonders für Personen interessant ist, die sich zum ersten Mal mit der Theorienbildung anhand qualitativer Datenanalyse beschäftigen. Das Buch gliedert sich in drei Teile. Teil I bietet einen Überblick über die Denkweise, die der "grounded theory" zugrunde liegt. Teil II stellt die speziellen Techniken und Verfahrensweisen genau dar, wie z.B. verschiedene Kodierungsarten. In Teil III werden zusätzliche Verfahrensweisen erklärt und Evaluationskriterien genannt.

Qualitative Market Research

Author : Hy Mariampolski
ISBN : 0761969454
Genre : Business & Economics
File Size : 33. 54 MB
Format : PDF, Docs
Download : 503
Read : 231

Download Now


Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of `best practices' and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organising qualitative research (particularly those in `practice' such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research

Qualitative Interviews

Author : Sabina Misoch
ISBN : 9783110354614
Genre : Social Science
File Size : 58. 98 MB
Format : PDF
Download : 618
Read : 1290

Download Now


Qualitative interviews are a key tool in modern research practice. What are the different forms of the qualitative interview? Which method is suitable for which situation? How does one conduct qualitative interviews in practice? The book answers these and other questions by presenting methodological principles and different interview methods with schemata, figures, and examples, along with a discussion of their advantages and disadvantages.

Handbook Of Marketing Research Methodologies For Hospitality And Tourism

Author : Ronald A. Nykiel
ISBN : 9780789034267
Genre : Business & Economics
File Size : 56. 24 MB
Format : PDF, Docs
Download : 290
Read : 487

Download Now


Discover the bridge between theory and applied research in the hospitality industry The success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility studies, market assessment studies, and site selection studies. Numerous graphic examples and presentation techniques are provided to bridge between theory and applied research with ease. Handbook of Marketing Research Methodologies for Hospitality and Tourism clearly details, all in a single volume, the application of research methodology to the real world, as well as showing how to effectively communicate findings and recommendations. This resource provides dozens of case examples and close attention to clearly explaining all facets of market analysis. Part one discusses research and methodologies, including primary and secondary data and integrative research. Part two explores market analysis and assessment, including marketing assessment for development planning and assessing focal points and intuitive techniques. The third part helps the reader apply their learned research into strategies. The final section explains market analysis planning and communications, including preparing a research-based business review and the effective presentation of research findings. The text provides appendixes of essential data, and a helpful glossary of terms. Topics in Handbook of Marketing Research Methodologies for Hospitality and Tourism include: qualitative market analysis techniques and applications quantitative market research and analysis techniques and applications approaches to organized site selection studies, market studies, and project feasibility studies identification of the processes and sources for key market data for projects, markets, and sites presentation and communication techniques and strategies for market analysis and research findings the relationship of market analysis and research to marketing and development strategy selection and more! Handbook of Marketing Research Methodologies for Hospitality and Tourism is a perfect resource for upper-level undergraduate students and graduate students in hospitality colleges and schools; hotel and restaurant development and market research personnel in hospitality corporations; and market research firms serving the hospitality industry.

Top Download:

Best Books