Qualitative research methods in public relations and marketing communications

Publication Data

• Title Qualitative research methods in public relations and marketing communications
• Author Christine Daymon
• Contributor Immy Holloway
• Publisher Routledge
• Publication date 2011
• Publication location London
• Language English

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.

Topics

• Corporations :: Public relations :: Research :: Methodology
• Public relations :: Research :: Methodology
• Marketing research :: Methodology
• 015545300

Qualitative research methods in public relations and marketing communications by Christine Daymon. ISBN 9780203846544. Published by Routledge in 2011. Publication and catalogue information, links to buy online and reader comments.