000			02905cam a2200349 a 4500
001			430056958
003			OCoLC
005			20250804085837.0
008			100204s2011 nyu b 001 0 eng
010			_a2010004242
015			_aGBB057882 _2bnb
020			_a9780415471176 _c$73.00
035			_a(OCoLC)430056958
040			_cRDA _dChinhoyi University of Technology
050	0	0	_aHD59 _b.DAY
082	0	0	_a659.2072 _222
086	0		_aMED2082
100	1		_aDaymon, Christine _eCreator
245	1	0	_aQualitative research methods in public relations and marketing communications / _cChristine Daymon and Immy Holloway
250			_aSecond edition
264			_aAbingdon, Oxon ; New York, NY : _bRoutledge, _c2011
300			_axi, 397 pages ; _c25 cm
504			_aIncludes bibliographical references and index
505	0		_aThe 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
520	1		_a"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
650		0	_aCorporations _xPublic relations _xResearch _xMethodology
650		0	_aPublic relations _xResearch _xMethodology
650		0	_aMarketing research _xMethodology
650		0	_aQualitative research
700	1		_aHolloway, Immy _eCreator
942			_2lcc _cBK _eSecond edition _h59 _iDAY _kHD _n0
999			_c19611 _d19611