Qualitative research methods in public relations and marketing communications /

Qualitative research methods in public relations and marketing communications /

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Bibliographic Details
Main Author: Daymon, Christine
Other Authors: Holloway, Immy
Format: Book
Language:English
Published: New York, NY : Routledge, 2011.
Edition:2nd ed.
Subjects:
Corporations > Public relations > Research > Methodology.
Marketing research > Methodology.
Public relations > Research > Methodology.
Qualitative research.
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Table of 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.

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