The 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 and how they 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.

作品目录

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