Title |
Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway. |
|
Imprint |
New York, NY : Routledge, 2011. |
|
Male Library
|
HD59.D347 2011 |
Available |
Male Library
|
HD59.D347 2011 c.2 |
Available |
Female Library
|
HD59.D347 2011 |
Available |
Female Library
|
HD59.D347 2011 c.2 |
Available |
Edition |
2nd ed. |
Description |
xi, 397 p. ; 25 cm. |
Bibliography |
Includes bibliographical references and index. |
Contents |
The nature and usefulness of qualitative research for public relations and marketing communications -- Selecting a topic and relating to your supervisor -- Reviewing the literature & writing the research proposal -- Ethical issues and access -- Ensuring the quality of research -- Choosing between different types of research -- Case studies -- Grounded theory -- Ethnography -- Discourse and critical discourse analysis -- Phenomenology -- Additional approaches : historical research and action research -- Sampling -- Interviews -- Focus groups -- Observation -- Written, visual, and multi-media materials -- Analyzing and interpreting the data -- Writing the report -- Mixed methods research -- Finishing off. |
Subject |
Corporations -- Public relations -- Research -- Methodology
|
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Public relations -- Research -- Methodology
|
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Marketing research -- Methodology
|
|
Qualitative research
|
Added Author |
Holloway, Immy
|
ISBN |
9780415471176 (hardback) |
|
0415471176 (hardback) |
|
9780415471183 (pbk.) |
|
0415471184 (pbk.) |
|
9780203846544 (ebook) |
|
0203846540 (ebook) |
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