Margaret A. A. Morrison & Eric E. E. Haley 
Using Qualitative Research in Advertising [EPUB ebook] 
Strategies, Techniques, and Applications

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

Ronald E. Taylor is Professor and Director of the School of Advertising and Public Relations at the University of Tennessee, Knoxville. 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. Dr. Taylor is interested in European advertising and advertising regulation. He has lectured in France and conducted research in France, Belgium, and Spain.