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Qualitative research methods in public relations and marketing communications /

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Detalles Bibliográficos
Autor principal: Daymon, Christine
Otros Autores: Holloway, Immy
Formato: Libro
Lenguaje:inglés
Publicado: New York, NY : Routledge, 2011.
Edición:2nd ed.
Materias:
Corporations > Public relations > Research > Methodology.
Marketing research > Methodology.
Public relations > Research > Methodology.
Qualitative research.
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Tabla de Contenidos:
  • 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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