Handbook of Organizational Development or Using Qualitative Research in Advertising

Handbook of Organizational Development

Author: Thomas G Cummings

The Handbook of Organization Development reflects the field of organizational development's rapid growth and success since its inception 50 years ago into a far more diffuse and complex study than it was just a few decades ago. It shows how organizational development has expanded from the need to help organizations cope with internal social problems, to a broader attempt to address more strategic issues of firm structure and competitive advantage in a global environment.

Key Features:

• Reflects the field of OD's rapid growth and success since it's inception 50 years ago into a far more diffuse and complex study than it was just a few decades ago.
• Shows how OD has expanded from the need to help organizations cope with internal social problems, to a broader attempt to address more strategic issues of firm structure and competitive advantage in a global environment.
• Provides a synthesis of new methods and perspectives from diverse areas far removed from OD's psychological origins, including management, economics, sociology, personnel, information systems, and international relations.
• International contributors are included, reflecting similarities and differences from around the world.

Meet the author! mymarshall.usc.edu/portal/subapps/digitalmeasures/facultyBio.jsp'surveyId=48748

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

Author:

Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.

Using Qualitative Research in Advertising:

• Gives an overview of qualitative research theory
• Lists the key terms and definitions
• Provides exercises to practice and hone skills
• Evaluates new technology in research practice

Booknews

Arguing that the consumer needs to be "integrated at virtually every step of the research process," the authors outline strategies and techniques of qualitative research based on account planning philosophy. Account planners are conceived of as the l ink between the account executive, the creative department and the consumer. Chapters cover theory and data analysis, ethnographic methods, the qualitative interview, projective techniques, focus groups, writing the creative brief, and balancing idea ls and real-world constraints. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	Acknowledgments
1	Introduction and Overview	1
2	A Qualitative View of the World: Theory and Data Analysis	16
3	Ethnographic Methods for Advertising Research	29
4	Listening to Consumers: The Qualitative Interview	45
5	Projective Techniques	62
6	Qualitative Research Online: Focus Groups and Interviews	80
7	Briefing the Team: Writing and Presenting the Creative Brief	104
8	Balancing Ideals and Real-World Constraints	117
9	Parting Thoughts	128
	References	132
	Index	135
	About the Authors	139