Qualitative Research Methods in Public Relations and Marketing Communications

ISBN-13: 9780415471183 / Angielski / Miękka / 2010 / 416 str.

CHRISTINE DAYMON;IMMY HOLLOWAY

Opis

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.

Spis treści

Part I: Getting Started  1. The Nature and Usefulness of Qualitative Research for Public Relations and Marketing Communications  2. Selecting a Topic and Relating to Your Supervisor  3. Reviewing the Literature & Writing the Research Proposal  4. Ethical Issues and Access  5. Ensuring the Quality of Research  Part II: Selecting the Research Approach  6. Choosing between Different Types of Research  7. Case Studies  8. Grounded Theory  9. Ethnography  10. Discourse and Critical Discourse Analysis  11. Phenomenology  12. Additional Approaches: Historical Research and Action Research  Part III: Collecting the Data  13. Sampling  14. Interviews  15. Focus Groups  16. Observation  17. Written, Visual and Multi-media Materials  Part IV: Analyzing, Interpreting and Writing about the Data  18. Analyzing and Interpreting the Data  19. Writing the Report  Part V: Further Issues  20. Mixed Methods Research  21. Finishing Off