{"title":"The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research","authors":"M. Akaka, H. Schau","doi":"10.2501/jar-2023-007","DOIUrl":null,"url":null,"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.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.2501/jar-2023-007","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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