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Qualitative research methods in public relations and marketing communications /

By: Daymon, Christine
Title By: Holloway, Immy
Material type: BookPublisher: New York, NY : Routledge, 2011.Edition: 2nd ed.Description: xi, 397 p. ; 25 cm.ISBN: 9780415471183; 0415471176 (hardback); 9780415471183 (pbk.); 0415471184 (pbk.); 9780203846544 (ebook); 0203846540 (ebook)Subject(s): Corporations -- Public relations -- Research -- Methodology | Public relations -- Research -- Methodology | Marketing research -- Methodology | Qualitative research
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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection
659.2072 DA QU (Browse shelf) Available T0041114
REGULAR University of Wollongong in Dubai
Main Collection
659.2072 DA QU (Browse shelf) Available T0041618
Total holds: 0

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.

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