02905cam a2200349 a 4500 430056958 OCoLC 20250804085837.0 100204s2011 nyu b 001 0 eng 2010004242 GBB057882 bnb 9780415471176 $73.00 (OCoLC)430056958 RDA Chinhoyi University of Technology HD59 .DAY 659.2072 22 MED2082 Daymon, Christine Creator Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway Second edition Abingdon, Oxon ; New York, NY : Routledge, 2011 xi, 397 pages ; 25 cm 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 "Outlines research techniques: case studies, grounded theory, ethnography, action research, and Delphi technique; considers methods of data collection: interviews and focus groups, procedures such as projective techniques and critical incident technique, observation and online; includes sampling and strategies for data analysis, including computer analysis; and Appraises issues such as generalisability, reliability and validity from a qualitative perspective." "This is a practical guide for novice researchers interested in conducting qualitative research in public relations and marketing communications. It takes readers through each stage of the research process, from choosing a research topic and writing the proposal, through to selecting methods for data collection, and analysing and writing the research report. Key points are illustrated with examples from advertising, marketing, media relations, promotions, employee communications, public affairs, and other forms of managed communication."--BOOK JACKET Corporations Public relations Research Methodology Public relations Research Methodology Marketing research Methodology Qualitative research Holloway, Immy Creator lcc BK Second edition 59 DAY HD 0 19611 19611 0 0 lcc 0 0 NFIC cutlib cutlib MBS 2025-07-10 Donation 048908 0 HD59DAY bk00463382 2025-07-10 C.048908 2025-07-10 BK 0 0 lcc 0 0 NFIC cutlib cutlib MBS 2025-07-10 Donation 048906 0 HD59DAY bk00463383 2025-07-10 C.048906 2025-07-10 BK 0 0 lcc 0 0 NFIC cutlib cutlib GEN 2025-07-10 Donation 048907 0 HD59DAY bk00463385 2025-07-10 C.048907 2025-07-10 BK