The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-05-05 DOI:10.2501/jar-2023-007

M. Akaka, H. Schau

引用次数: 0

Abstract

Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms. But these data do not capture the complexity of market contexts or address questions about how or why specific behaviors occur. The authors provide a pathway for unearthing insights from deep data to inform marketing strategy. They call for the use of qualitative research to organize chaos, capture lived experiences, and investigate diffusion of social practices. This paper offers a primer for crafting managerially relevant articles. The authors demonstrate how to use qualitative methods through a practitioner-oriented, systematic sensemaking process.

查看原文本刊更多论文

你讲述的故事:基于定性研究的管理相关文章

广告商和营销人员利用大数据来跟踪和影响消费者行为，(重新)评估信息，并通过数字平台提高客户参与度。但这些数据并没有反映市场环境的复杂性，也没有解决特定行为如何或为何发生的问题。作者提供了一条从深度数据中挖掘洞察力的途径，从而为营销策略提供信息。他们呼吁使用定性研究来组织混乱，捕捉生活经验，并调查社会实践的传播。本文为撰写管理相关文章提供了基础。作者演示了如何通过一个面向从业者的、系统的意义构建过程来使用定性方法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.