Qualitative research methods in public relations and marketing communications
By: Christine Daymon and Immy Holloway.
Contributors: Holloway, Immy.
Edition: 2nd ed.
Publisher: Routledge
Published: 2010
Place of publication: New York, NY
Language: eng
ISBN-13: 9780415471176; 9780415471183; 9780203846544
Subjects: Corporations -- Public relations -- Research -- Methodology; Public relations -- Research -- Methodology; Marketing research -- Methodology; Qualitative research
Notes: Includes bibliographical references and index.
Table of contents: title: The nature and usefulness of qualitative research for public relations and marketing communications; title: Selecting a topic and relating to your supervisor; title: Reviewing the literature & writing the research proposal; title: Ethical issues and access; title: Ensuring the quality of research; title: Choosing between different types of research; title: Case studies; title: Grounded theory; title: Ethnography; title: Discourse and critical discourse analysis; title: Phenomenology; title: Additional approaches : historical research and action research; title: Sampling; title: Interviews; title: Focus groups; title: Observation; title: Written, visual, and multi-media materials; title: Analyzing and interpreting the data; title: Writing the report; title: Mixed methods research; title: Finishing off.