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

By: Contributor(s): Material type: TextTextPublication details: New York, NY : Routledge, 2011.Edition: 2nd edDescription: xi, 397 p. ; 25 cm. ; pbkISBN:
  • 0415471184 (pbk.)
  • 9780415471183 (pbk.)
  • 0415471176
  • 9780415471176
  • 9780415471183:
Subject(s): DDC classification:
  • 659.2072
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 to participants -- 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.

CW808

Includes bibliographical references and index.

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 to participants -- 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.

46.04

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