Using Qualitative Research in Advertising: Strategies, Techniques, and Applications (Paperback)

It explores how the use of pictures, video, audio, and computer-related technologies can help the advertising team analyse consumer needs using the latest technology. It also focusses on online research and how the Internet can be used to conduct interviews and online focus groups. It discusses the ethical considerations in doing online qualitative research, including assessments of participant risk, the appropriateness of topics and obtaining informed consent.

This book will be very useful for advanced undergraduate and graduate courses in advertising, account planning, management, consumer behavior and marketing communication.

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 Adverising 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 M.S. in Advertising and 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.