Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
Language: English
Published by SAGE Publications, Inc, 2011
- Softcover
- Used
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- Title
- Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
- Author
- Morrison, Margaret A., Haley, Eric E., Sheehan, Kim B., Taylor, Ronald E.
- Publisher
- SAGE Publications, Inc
- Publication year
- 2011
- Condition
- Fair
- Binding
- Paperback
- Language
- English
- ISBN 10
- 1412987245
- ISBN 13
- 9781412987240
- Edition
- 2nd Edition
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, 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. 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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
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