Daymon, Christine.
Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway. - 2nd ed. - New York, NY : Routledge, 2011. - xi, 397 p. ; 25 cm.
Includes bibliographical references and index.
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.
9780415471183 0415471176 (hardback) 9780415471183 (pbk.) 0415471184 (pbk.) 9780203846544 (ebook) 0203846540 (ebook)
2010004242
Corporations--Public relations--Research--Methodology.
Public relations--Research--Methodology.
Marketing research--Methodology.
Qualitative research.
HD59 / .D347 2011
Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway. - 2nd ed. - New York, NY : Routledge, 2011. - xi, 397 p. ; 25 cm.
Includes bibliographical references and index.
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.
9780415471183 0415471176 (hardback) 9780415471183 (pbk.) 0415471184 (pbk.) 9780203846544 (ebook) 0203846540 (ebook)
2010004242
Corporations--Public relations--Research--Methodology.
Public relations--Research--Methodology.
Marketing research--Methodology.
Qualitative research.
HD59 / .D347 2011