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Using Qualitative Research in Advertising
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Using Qualitative Research in Advertising
Strategies, Techniques, and Applications

Second Edition
October 2011 | 240 pages | SAGE Publications, Inc
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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, 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.

 
Preface
 
Acknowledgments
 
1. Introduction and Overview
 
2. A Qualitative View of the World
 
3. Ethnographic Methods for Advertising Research
 
4. Listening to Consumers
 
5. Projective and Elicitation Techniques
 
6. Qualitative Research Online
 
7. Using Research to Inspire Great Creative Work
 
8. Balancing Ideals and Real-World Constraints
 
9. Evaluating the Work of Planners and Parting Thoughts
 
Appendix 1: Conducting a Long Interview
 
Appendix 2: Putting Your Skills to Use
 
Appendix 3: Disney?s Animal Kingdom: A Case Study
 
References
 
Index
 
About the Authors

I've been using this text for about five years--both the previous edition and this one. It's easily the best resource I've found to teach qualitative research to undergraduate students. Easily read and understood, this text makes it easy for students to understand why they would conduct qualitative research and how to do so effectively.

Dr Danielle Coombs
Journalism and Mass Communication, Kent State University
October 9, 2012
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Key features

New to This Edition

  • New material that offers a qualitative perspective with social media and discussion of mixed versus multiple methods
  • Expanded coverage of focus groups, group interviewing, Facebook for asynchronous interviews, Skype for depth interviews, recruitment via social networks, and research ethics
  • Updated examples, cases, references and campaigns
  • Three new appendices that provide applicable tools for the reader: interview assignment, sample interview, and transcript analysis

Key Features

  • Explores how to best use and present qualitative research to create advertising messages that are relevant, timely, and motivating
  • Provides a variety of exercises for readers to practice and sharpen their skills
  • Draws examples from both consumer and social marketing campaigns
  • Gives tips on how to create the most effective written briefs possible, covering topics such as interpreting research results in the brief; collaborating to develop focused briefs; finding trigger words; and allowing for flexibility