Publications
Magazines Authors ArticlesLatest Articles
Library Articles Event Reviews Course Reviews Technology ReviewsCareers in Qual
Qual as a career choice A typical qual project Careers FAQResources
Glossary of terms Past, Present, Future Recruiter Accred (RAS)Quick Answers
Running Projects Running Groups Books and Reading ListAccount Planning
This describes the function within advertising agencies in which all kinds of research relevant to clients' businesses is synthesised, and in which strategic planning is coordinated. It emerged in the UK in the 1980's and significantly developed the role of what had previously been market research or market information departments. The account planner in an advertising agency will often be the primary point of contact for qualitative research suppliers dealing with the agency.
Synonyms, Acronyms and Abbreviations
- Planning
Related Terms
About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative
Research, the foremost authority on qualitative practice, training and
innovation, and the global hub of qualitative thinking.
If you are a qualitative research consultant or a business offering qualitative
research services, please consider joining the AQR and supporting the organisation.