Media research: Qualitative methods

 

The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate ove ...

Understanding the needs, motives and behavioural patterns of others is fundamental to the development of successful partnerships. The provision of any service involves the interaction of providers and ...

The intention of this paper is to stimulate debate prior to an inter-active session to be held at the Market Research Society Conference in March 2003, the key points of which will be published at som ...

In the realm of advertising and communications, international research can be (and often is) criticized for only 'skimming the surface' or taking the lowest common denominator when researching creativ ...

This paper presents an experimental case of the application of online motivational research, using an interactive link via email between the researcher and the sample. The case described (an experimen ...

New product development is a risky business. Companies can use a number of methods to assess the viability of a new product and reduce the risks associated with it. Judgmental new product forecasting ...

This article outlines a research-based approach to adding qualitative texture to media decisions. MOTIVE8 is a qualitative research programme aiming to give advertisers actionable insights into consum ...

Most advertisers agree that optimal schedules should not only consider quantitative, but also qualitative television factors, like viewer attention and involvement. This paper examines the research on ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

This paper argues that more attention should be paid by advertisers to the qualitative dimensions of television such as the viewer's attention to the programme and satisfaction with the total viewing ...

Today, the process by which advertisers select the programs within which to present their messages is a one-dimensional process based upon a quantitative estimate of the size of the audience, defined ...

This paper describes the authors' point of view about the importance of Qualitative Research in terms of creating new analysis tools for the understanding of the Internet consumer. The paper also desc ...

This paper demonstrates how qualitative research and new consumer theory led to a pioneer media survey of screen advertising in Danish cinemas. T

This paper argues that advertising in magazines benefits from the positive reading environment which the medium creates. To measure this benefit an index has been developed called the ROC index (Rich ...

In line with the BBC's policy of 'Extending Choice', BBC Local Radio stations have increased their reliance on broadcast journalism to distinguish them from the commercial competition. Over the past t ...

Because of the increasing complexity of the television environment there is a growing need for television planners and buyers to pay attention to the quality as well as the quantity of the viewing opp ...

Argues for the value of a wide range of qualitative measures (`reader quality') with illustrations from magazines (Simmons and MRI data). Variables discussed: editorial affinity (intense liking, thoro ...

This paper describes a programme of qualitative research conducted to investigate a wide range of quality of reading concepts, and to explore their answerability when tested in question form.

Understanding the consumer, especially at the early stages of a project, is crucial to product or brand success. Successful in-depth interviewing is essential, to be followed by thorough, systematic a ...

Suggests an increasing role for qualitative research in media planning, given the fragmentation of TV audiences, the decrease in individual audience sizes and consequent decreases in the robustness of ...