using qualitative research in advertising strategies techniques and applications

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Using Qualitative Research In Advertising

Author : Margaret A. Morrison
ISBN : 9781412987240
Genre : Business & Economics
File Size : 36. 23 MB
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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.

Archival Strategies And Techniques

Author : Michael R. Hill
ISBN : 9781506349749
Genre : Social Science
File Size : 23. 72 MB
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Historical and biographical work is becoming a more common type of qualitative research done by social scientists and usually requires the extensive use of formal archives housed in universities, governments, museums and other institutions. This practical and concise book provides an introduction for the novice on conducting archival research and covers such topics as contacting and preparing to work in archives, the protocol of using archives, and ways of organizing and referencing the useful data from the archive.

Handbook Of Qualitative Research Methods In Marketing

Author : Russell W. Belk
ISBN : 9781847204127
Genre : Business & Economics
File Size : 27. 65 MB
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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.

Advertising And Public Relations Research

Author : Donald W. Jugenheimer
ISBN : 9781317507369
Genre : Business & Economics
File Size : 42. 28 MB
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Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

Ratings Analysis

Author : James Webster
ISBN : 9781135603427
Genre : Business & Economics
File Size : 28. 9 MB
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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 In Business Research

Author : Päivi Eriksson
ISBN : 9781473952492
Genre : Business & Economics
File Size : 88. 40 MB
Format : PDF
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This pragmatic, applied textbook showcases the potential and impact of qualitative research in business and management. Using case studies and a global approach it provides you with an overview of the philosophies, methodologies and methods you will need to research in this field. Demystifying the whole process, it walks you through every aspect of conducting and using research in business, including generating questions, collecting useful data, evaluating the research and disseminating your findings. It also: Explores the challenges of working with qualitative data Introduces qualitative methods including interviews, focus groups & ethnography New to the 2nd edition: The role of digital tools and social media, and how you can use them for data collection 3 new chapters on qualitative content analysis, visual research and publishing research. Praise for the 1st edition: `Comprehensive, current and compelling, a winning combination for any research student or practitioner interested in increasing his/her knowledge about qualitative methods as they apply to business research' - The Qualitative Report

Understanding Consumer Decision Making

Author : Thomas J. Reynolds
ISBN : 9781135693169
Genre : Business & Economics
File Size : 73. 23 MB
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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.

Basics Of Qualitative Research

Author : Juliet Corbin
ISBN : 9781483315683
Genre : Social Science
File Size : 21. 96 MB
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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.

Consumer Psychology A Study Guide To Qualitative Research Methods

Author : Paul M. W. Hackett
ISBN : 9783847408918
Genre : Social Science
File Size : 21. 35 MB
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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 : 39. 56 MB
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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.

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