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

1. Introduction and Overview Acknowledgments A Brief History of Account Planning The Function of Planning The Role of Research in the Day-to-Day Activities of Account Planners Stages of Account Planning Examples Account Planning as part of the Overall Marketing Effect Organization of This Book 2. A Qualitative View of the World: Theory and Data Analysis Inside the Qualitative World Assumptions That Bind Qualitative Words The Qualitative Approach Qualitative Methods Qualitative Data Analysis of Qualitative Date Summary Key Terms Exercises Related Reading 3. Ethnographic Methods for Advertising Research Getting Emic Participant Observation General Issues With Participant Observation Studies Panel Studies General Issues With Panel Studies Getting Ready to Listen Summary Key Terms Exercises Related Reading 4. Listening to Consumers: The Qualitative Interview Characteristics of Qualitative Interviewing Getting Ready to Interview Conducting the Interview Introducing Objects Ending the Interview Analyzing the Transcripts 5. Projective Techniques 6. Qualitative Research Online: Focus Groups and Interviews 7. Briefing the Team: Writing and Presenting the Creative Brief 8. Balancing Ideals with Real World Constraints 9. Parting Thoughts