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 researchItem 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 |
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.