Qualitative research methods in public relations and marketing communications /

The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. This guide includes guidance on decision making regarding the different research appro...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Daymon, Christine (Autor)
Otros Autores: Holloway, Immy
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, NY : Routledge/Taylor & Francis Group, 2011.
Edición:Second edition.
Temas:
Corporations > Public relations > Research > Methodology.
Public relations > Research > Methodology.
Marketing research > Methodology.
Qualitative research.
Sociétés > Relations publiques > Recherche > Méthodologie.
Relations publiques > Recherche > Méthodologie.
Marketing > Recherche > Méthodologie.
Recherche qualitative.
BUSINESS & ECONOMICS > Public Relations.
Marketing research > Methodology
Qualitative research
Electronic books
dissertations.
Academic theses
Academic theses.
Thèses et écrits académiques.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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