TY  - BOOK
AU  - Daymon,Christine
AU  - Holloway,Immy
TI  - Qualitative research methods in public relations and marketing communications
SN  - 9780415471176
AV  - HD59 .DAY
U1  - 659.2072 22
PY  - 2011///
CY  - Abingdon, Oxon ; New York, NY
PB  - Routledge
KW  - Corporations
KW  - Public relations
KW  - Research
KW  - Methodology
KW  - Marketing research
KW  - Qualitative research
N1  - 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
N2  - "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
ER  -