Using Qualitative Research in Advertising: Strategies, Techniques, and Applications - Softcover

Margaret Morrison; Eric Haley; Kim Bartel Sheehan; Ronald Taylor

Softcover

ISBN 10: 0761923837 ISBN 13: 9780761923831

Publisher: Sage Publications, Inc, 2002

Synopsis

Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this bookincludes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.Using Qualitative Research in Advertising:Gives an overview of qualitative research theoryLists the key terms and definitionsProvides exercises to practice and hone skillsEvaluates new technology in research practice 

About this title

About the Author

Margaret A. Morrison is Assistant Professor in the Department of Advertising at the University of Tennessee. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, creative strategy, advertising management and advertising campaigns at Tennessee since 1995. Her work has appeared in Journal of Broadcasting and Electronic Media, Journal of Advertising, and Critical Studies in Mass Communication. Eric Haley is Associate Professor in the Department of Advertising at the University of Tennessee. He received his Ph.D. from The University of Georgia in1992. 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 Currrent Issues and Research in Advertising. Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. She received the Ph.D. from the University of Tennessee in 1998. Her teaching and research interests include online consumer behavior and research methods, and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research, and the Journal of Public Policy and Marketing. Ronald E. Taylor is Professor and Head of the Department of Advertising at the University of Tennessee. He earned an A.B. in Journalism at the University of North Carolina at Chapel Hill and an M.S. in Advertising and a 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.

Edition details

• Publisher: Sage Publications, Inc
• Publication date: 2002
• Language: English
• ISBN 10: 0761923837
• ISBN 13: 9780761923831
• Binding: Paperback
• Number of pages: 156