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Book Cover
Author Schauster, Erin E., 1980- author

Title Interviewing media practitioners on their ethical perceptions of native advertising / Erin Schauster
Published London : SAGE Publications Ltd, 2018
Online access available from:
Sage Research Methods Cases    View Resource Record  


Description 1 online resource
Series SAGE Research Methods. Cases
SAGE Research Methods. Cases
Summary This case explains the process for interviewing media professionals regarding their ethical perceptions of native advertising, and provides considerations for conducting similar research. To better understand ethical perceptions of native advertising held among media practitioners, 56 interviews were conducted with working journalists, advertising, and public relations practitioners. When conducting interviews on a trending and sensitive topic such as native advertising, there were several considerations we made either in preparation for the study (e.g., what kind of questions should we ask), while conducting the study (e.g., how does promising confidentiality impact the responses we're collecting) or after data had been collected but still needed to be analyzed (e.g., how does theory and the research questions derived from theory impact data analysis). While not an exhaustive list, the considerations discussed in this case include confidentiality and recruitment, the selection of a research topic, which might be a sensitive topic, and the potential of your data
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Advertising -- Public opinion -- Case studies.
Broadcasting -- Employees -- Attitudes -- Case studies.
Genre/Form Case studies.
Case studies.
Form Electronic book
ISBN 1526445093
9781526445094 (ebook)