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, designed 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.
In this book bestselling author John McLeod examines the multiple ways in which research can be used to inform and enhance counselling practice. The author discusses how research impacts on policy and practice, covering research knowledge, values, research awareness and skills. Further chapters cover: Using research to understand the therapy process and outcomes Using research to make sense of other lives Using client feedback to enhance practice Using research to build professional networks and effective organisations. The book can be used throughout training on counselling, psychotherapy and counselling psychology courses, to support the development of professional competencies and personal development. It will also be valuable reading for both practitioners and researchers.
In this book bestselling author John McLeod examines the multiple ways in which research can be used to inform and enhance counselling practice. The author discusses how research impacts on policy and practice, covering research knowledge, values, research awareness and skills. Further chapters cover: Using research to understand the therapy process and outcomes Using research to make sense of other lives Using client feedback to enhance practice Using research to build professional networks and effective organisations. The book can be used throughout training on counselling, psychotherapy and counselling psychology courses, to support the development of professional competencies and personal development. It will also be valuable reading for both practitioners and researchers.
This one-of-a-kind book takes readers beyond thinking about school improvement to leading the process of creating excellent learning environments. Beginning with fundamental principles of whole school leadership, the book demonstrates how action research and published studies can work hand-in-hand to explain the nature of student achievement gaps and the reasons that underlie them. Using examples from education leadership classrooms, research, and practice, the authors bring to life the processes of problem identification and diagnosis, developing solutions, and project implementation and evaluation.
`If there is a single question that presses upon the intellect of the current generation of social scientists, it is surely: "what do the great insights of social theory imply for the way we conduct research and write about the social world?". Until now there has been no single text to turn to that explores the epistemological complexities of ......
`If there is a single question that presses upon the intellect of the current generation of social scientists, it is surely: "what do the great insights of social theory imply for the way we conduct research and write about the social world?". Until now there has been no single text to turn to that explores the epistemological complexities of ......
SPSS syntax is the command language used by SPSS to carry out all of its commands and functions. Jacqueline Collier's book is primarily aimed at people who have never used the syntax option in SPSS, or have just started to use it. This is a genuinely introductory text designed to show readers how to try using syntax themselves and to then support them through its use. It is ideal for those who are experienced in using SPSS through the usual button menu-driven graphical interface (GIF), but who are novices regarding syntax. This book supports the use of SPSS syntax in addition to the usual button and menu-driven graphical interface (GIF) using the two methods together, in a complementary way. The book is written in such a way as to enable you to pick and choose how much you rely on one method over the other, encouraging you to use them side-by-side, with a gradual increase in use of syntax as the knowledge, skills and confidence develop. The text outlines: - how to become familiar with the syntax commands through the use of the log; - how to create and manage the SPSS journal and syntax files; - and how to use them throughout the data entry, management and analysis process. Collier covers all aspects of data management from data entry through to data analysis and even includes managing the errors and the error messages created by SPSS. Syntax commands are presented with explanations of what each of the lines contributes and the value of syntax is clearly demonstrated through examples and explanation of their use. This book is of great benefit for all those carrying out quantitative research in the health and social sciences, who can benefit from SPSS syntax's capacity to save time, reduce errors, allow a data audit trail and, perhaps best of all, which will not actually require any initial knowledge of programming.
SPSS syntax is the command language used by SPSS to carry out all of its commands and functions. Jacqueline Collier's book is primarily aimed at people who have never used the syntax option in SPSS, or have just started to use it. This is a genuinely introductory text designed to show readers how to try using syntax themselves and to then support them through its use. It is ideal for those who are experienced in using SPSS through the usual button menu-driven graphical interface (GIF), but who are novices regarding syntax. This book supports the use of SPSS syntax in addition to the usual button and menu-driven graphical interface (GIF) using the two methods together, in a complementary way. The book is written in such a way as to enable you to pick and choose how much you rely on one method over the other, encouraging you to use them side-by-side, with a gradual increase in use of syntax as the knowledge, skills and confidence develop. The text outlines: - how to become familiar with the syntax commands through the use of the log; - how to create and manage the SPSS journal and syntax files; - and how to use them throughout the data entry, management and analysis process. Collier covers all aspects of data management from data entry through to data analysis and even includes managing the errors and the error messages created by SPSS. Syntax commands are presented with explanations of what each of the lines contributes and the value of syntax is clearly demonstrated through examples and explanation of their use. This book is of great benefit for all those carrying out quantitative research in the health and social sciences, who can benefit from SPSS syntax's capacity to save time, reduce errors, allow a data audit trail and, perhaps best of all, which will not actually require any initial knowledge of programming.
