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Qualitative research methods in public relations and marketing communications
Author
Title
Qualitative research methods in public relations and marketing communications [electronic resource] / Christine Daymon and Immy Holloway.
ISBN
9780415471176 (hardback)
0415471176 (hardback)
9780415471183 (pbk.)
0415471184 (pbk.)
9780203846544 (ebook)
0203846540 (ebook)
Edition
2nd ed.
Published
New York, NY : Routledge, 2011.
Physical Description
xi, 397 p.
Local Notes
Access is available to the Yale community.
Notes
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Access and use
Access restricted by licensing agreement.
Variant and related titles
ProQuest ebook central.
Format
Books / Online
Language
English
Added to Catalog
October 01, 2019
Bibliography
Includes bibliographical references and index.
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
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.
Subjects
Also listed under
ProQuest (Firm)
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