Normal view MARC view ISBD view

Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway.

By: Daymon, Christine.
Contributor(s): Holloway, Immy.
Material type: TextTextPublisher: New York, NY : Routledge, 2011Edition: 2nd ed.Description: xi, 397 p. ; 25 cm.ISBN: 9780415471176 (hardback); 0415471176 (hardback); 9780415471183 (pbk.); 0415471184 (pbk.); 9780203846544 (ebook); 0203846540 (ebook).Subject(s): Corporations -- Public relations -- Research -- Methodology | Public relations -- Research -- Methodology | Marketing research -- Methodology | Qualitative researchDDC classification: 659.2072 Online resources: WorldCat details | E-book Fulltext
Contents:
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.
Summary: Summary: The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. This guide includes guidance on decision making regarding the different research approaches to achieve different research goals.
Tags from this library: No tags from this library for this title. Log in to add tags.
    Average rating: 0.0 (0 votes)
Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
E-Book E-Book EWU Library
E-book
Non-fiction 659.2072 DAQ 2011 (Browse shelf) Not for loan
Text Text EWU Library
Reserve Section
Non-fiction 659.2072 DAQ 2011 (Browse shelf) C-1 Not For Loan 24021
Total holds: 0

Includes bibliographical references and index.

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.

Summary:


The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. This guide includes guidance on decision making regarding the different research approaches to achieve different research goals.

Pharmacy

There are no comments for this item.

Log in to your account to post a comment.

Library Home | Contacts | E-journals
Copyright @ 2011-2019 EWU Library
East West University