This 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 created 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. The text describes how these techniques 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.
Despite tremendous strides that have led to increasing numbers of women and minorities entering the workplace and achieving positions of power and influence, there is still much ground to be gained. Blending theory and practice, statistics and analysis, this three-volume set presents the latest research from the fields of management, sociology, psychology, law, and public policy to shed new light on the dynamics of gender and race/ethnicity in the workplace. The first volume details the corporate paths of women and minorities to date, highlighting continuing challenges and gaps. Volumes 2 and 3 tackle such complex issues as: corporation socialization and how it excludes women and minorities; the impact of affirmative action decisions on practice and policy; the fine line between office romance and sexual harassment; and work-life balance. These volumes also showcase innovative practices in promoting diversity and leadership development. Featuring contributions from such influential authors as Nancy Adler, Gail Evans, and Gary Powell, this set presents a unique collection of perspectives on the dynamics of race, ethnicity, and gender in the workplace, and considers how they both reflect and reinforce the culture at large. Since women were first admitted to the Harvard-Radcliffe business program in 1959, they have made remarkable progress in assuming leadership and management positions traditionally held by white men; more recently, African-, Asian-, Hispanic-, and Native-American women and men have joined the professional realm in increasing numbers —with profound implications for organizations. Nevertheless, the statistics still tell a discouraging story: women make up nearly 50 percent of the workforce, but only 16 percent of the corporate officer pool in America's 500 largest companies; for every dollar a white man earns, a black man earns 76 cents; in a recent survey, 70 percent of women cited lack of an influential mentor as a key obstacle to attaining business success. The leading business experts assembled here consider what is behind these statistics and what can be done to change the culture that creates them. Blending theory and practice, statistics and analysis, this three-volume set presents the latest research from the fields of management, sociology, psychology, law, and public policy to shed new light on the dynamics of gender and race/ethnicity in the workplace. The first volume details the corporate paths of women and minorities to date, highlighting continuing challenges and gaps. Volumes 2 and 3 tackle such complex issues as: socialization and how it excludes women and minorities; the impact of affirmative action decisions on practice and policy; the fine line between office romance and sexual harassment; the depth of racial and gender stereotypes; work-life balance; and unwritten codes of power and influence. These volumes also showcase innovative practices in promoting diversity and leadership development. Featuring contributions from such influential authors as Nancy Adler, Gail Evans, and Gary Powell, this set presents a unique collection of perspectives on the dynamics of race, ethnicity, and gender in the workplace, and considers how they both reflect and reinforce the culture at large.
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