Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway.
By: Daymon, Christine.
Contributor(s): Holloway, Immy.Material type: TextPublisher: 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
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|E-Book||EWU Library E-book||Non-fiction||659.2072 DAQ 2011 (Browse shelf)||Not for loan|
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|659.1 LEP 2007 Principles of advertising :||659.1014 COD 2001 The discourse of advertising /||659.1014 TAA 1994 Advertising language :||659.2072 DAQ 2011 Qualitative research methods in public relations and marketing communications /||660.6 SMB 2009 Biotechnology /||660.62 OKM 2007 Modern industrial microbiology and biotechnology /||681.2 DAT Data acquisition and signal processing for smart sensors /|
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 --
Discourse and critical discourse analysis --
Additional approaches : historical research and action research --
Focus groups --
Written, visual, and multi-media materials --
Analyzing and interpreting the data --
Writing the report --
Mixed methods research --
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.