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