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

Author/creator Daymon, Christine
Other author Holloway, Immy.
Format Electronic
Edition2nd ed.
Publication InfoNew York, NY : Routledge,
Descriptionxi, 397 p. ; 25 cm.
Supplemental ContentFull text available from Ebook Central - Academic Complete
Subjects
Corporations--Public relations. --Research. --Methodology.
Public relations--Research. --Methodology.
Marketing research--Methodology.
Qualitative research.

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.
Bibliography noteIncludes bibliographical references and index.
Access restrictionAvailable only to authorized users.
Technical detailsMode of access: World Wide Web
Genre/formElectronic books.
LCCN 2010004242
ISBN9780415471176 (hardback)
ISBN0415471176 (hardback)
ISBN9780415471183 (pbk.)
ISBN0415471184 (pbk.)
ISBN9780203846544 (ebook)
ISBN0203846540 (ebook)

Availability

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Electronic Resources Access Content Online ✔ Available