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Book Cover
Book
Author Daymon, Christine

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

Imprint New York, NY : Routledge, 2011.

Copies

Location Call No. Status
 Male Library  HD59.D347 2011    Available
 Male Library  HD59.D347 2011 c.2  Available
 Female Library  HD59.D347 2011    Available
 Female Library  HD59.D347 2011 c.2  Available
Edition 2nd ed.
Description xi, 397 p. ; 25 cm.
Bibliography Includes bibliographical references and index.
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.
Subject Corporations -- Public relations -- Research -- Methodology
Public relations -- Research -- Methodology
Marketing research -- Methodology
Qualitative research
Added Author Holloway, Immy
ISBN 9780415471176 (hardback)
0415471176 (hardback)
9780415471183 (pbk.)
0415471184 (pbk.)
9780203846544 (ebook)
0203846540 (ebook)
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