Using Qualitative Research In Advertising PDF Download
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Author | : Margaret A. Morrison |
Publisher | : SAGE |
Total Pages | : 241 |
Release | : 2012 |
Genre | : Business & Economics |
ISBN | : 1412987245 |
Download Using Qualitative Research in Advertising Book in PDF, ePub and Kindle
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.
Author | : Russell W. Belk |
Publisher | : Edward Elgar Publishing |
Total Pages | : 609 |
Release | : 2007 |
Genre | : Business & Economics |
ISBN | : 1847204120 |
Download Handbook of Qualitative Research Methods in Marketing Book in PDF, ePub and Kindle
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.
Author | : Chris Hackley |
Publisher | : Routledge |
Total Pages | : 228 |
Release | : 2019-12-09 |
Genre | : Business & Economics |
ISBN | : 0429822790 |
Download Qualitative Research in Marketing and Management Book in PDF, ePub and Kindle
This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.
Author | : Christine Daymon |
Publisher | : Routledge |
Total Pages | : 306 |
Release | : 2005-06-29 |
Genre | : Business & Economics |
ISBN | : 1134596081 |
Download Qualitative Research Methods in Public Relations and Marketing Communications Book in PDF, ePub and Kindle
A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.
Author | : Johanna Moisander |
Publisher | : SAGE |
Total Pages | : 463 |
Release | : 2006-05-11 |
Genre | : Business & Economics |
ISBN | : 1446233057 |
Download Qualitative Marketing Research Book in PDF, ePub and Kindle
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.
Author | : Russell W. Belk |
Publisher | : Emerald Group Publishing |
Total Pages | : 296 |
Release | : 2017-08-18 |
Genre | : Business & Economics |
ISBN | : 1787149463 |
Download Qualitative Consumer Research Book in PDF, ePub and Kindle
Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
Author | : David Carson |
Publisher | : SAGE |
Total Pages | : 255 |
Release | : 2001-02-01 |
Genre | : Business & Economics |
ISBN | : 1446234983 |
Download Qualitative Marketing Research Book in PDF, ePub and Kindle
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
Author | : Mercedes Esteban-Bravo |
Publisher | : Cambridge University Press |
Total Pages | : 883 |
Release | : 2021-01-28 |
Genre | : Business & Economics |
ISBN | : 1108834981 |
Download Marketing Research Methods Book in PDF, ePub and Kindle
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
Author | : Russell Belk |
Publisher | : SAGE |
Total Pages | : 244 |
Release | : 2012-12-14 |
Genre | : Business & Economics |
ISBN | : 1446290395 |
Download Qualitative Consumer and Marketing Research Book in PDF, ePub and Kindle
How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.
Author | : Dominika Maison |
Publisher | : Routledge |
Total Pages | : 238 |
Release | : 2018-09-24 |
Genre | : Business & Economics |
ISBN | : 0429883382 |
Download Qualitative Marketing Research Book in PDF, ePub and Kindle
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.