Qualitative Research Methods in Public Relations and Marketing Communications / Edition 2

Qualitative Research Methods in Public Relations and Marketing Communications / Edition 2

by Christine Daymon, Immy Holloway
     
 

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ISBN-10: 0415471176

ISBN-13: 9780415471176

Pub. Date: 10/07/2010

Publisher: Taylor & Francis

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main

Overview

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations.

This new edition:

  • Identifies the skills and strategies needed to conduct authentic, trustworthy research
  • Highlights specific analytical techniques associated within the main research approaches
  • Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research

Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Product Details

ISBN-13:
9780415471176
Publisher:
Taylor & Francis
Publication date:
10/07/2010
Pages:
416
Product dimensions:
0.62(w) x 0.92(h) x 2.80(d)

Table of Contents

Part 1. Getting Started 1. The Nature of Qualitative Research and its Relevance to Public Relations and Marketing Communications 2. Selecting a Topic and Relating to Your Supervisor 3. Reviewing the Literature and Writing the Proposal 4. Locating and Retrieving Electronic Data 5. Access and Ethical Issues 6. The Quality of Research: Reliability and Validity Part 2. Selecting the Research Approach 7. Case Studies 8. Grounded Theory, Ethnography, Discourse Analysis and Penomenology Part 3. 11. Sampling 12. Interviews 13. Focus Groups 14. Observation 15. Additional Qualitative Methods Part 4. Analysing, Interpreting and Writing About the Data 16. Analysing and Interpreting the Data 17. Writing Up the Research Report 18. Final Thoughts

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