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Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway.

By: Contributor(s): Material type: TextTextPublication details: New York, NY : Routledge, 2011.Edition: 2nd edDescription: xi, 397 p. ; 25 cmISBN:
  • 9780415471183
  • 0415471176 (hardback)
  • 9780415471183 (pbk.)
  • 0415471184 (pbk.)
  • 9780203846544 (ebook)
  • 0203846540 (ebook)
Subject(s): LOC classification:
  • HD59 .D347 2011
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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Holdings
Item type Current library Call number Status Date due Barcode Course reserves
REGULAR University of Wollongong in Dubai Main Collection 659.2072 DA QU (Browse shelf(Opens below)) Available T0041114

BCM241 Autumn2025

REGULAR University of Wollongong in Dubai Main Collection 659.2072 DA QU (Browse shelf(Opens below)) 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.

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