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.