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Qualitative research methods in public relations and marketing communications

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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

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Availability

Detail Information

Series Title

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Call Number

659.207 2 DAY q

Publisher

nyu : Routledge., 2011

Collation

xi, 397 p. ; 25 cm.

Language

English

ISBN/ISSN

9780415471176

Classification

659.207 2

Content Type

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Media Type

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Carrier Type

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Edition

2nd ed.

Subject(s)

Qualitative research
Public relations
Corporations
Marketing research

Specific Detail Info

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Statement of Responsibility

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