Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway.
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| Year of Publication: | 2011 |
| Edition: | 2nd ed. |
| Language: | English |
| Online Access: | |
| Physical Description: | xi, 397 p. |
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Table of 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.