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Record Nr. |
UNINA9910827377103321 |
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Autore |
Daymon Christine <1952-, > |
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Titolo |
Qualitative research methods in public relations and marketing communications / / Christine Daymon and Immy Holloway |
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Pubbl/distr/stampa |
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New York : , : Routledge, , 2011 |
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ISBN |
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1-136-93502-9 |
1-136-93503-7 |
1-282-88276-7 |
9786612882760 |
0-203-84654-0 |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (414 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Corporations - Public relations - Research - Methodology |
Public relations - Research - Methodology |
Marketing research - Methodology |
Qualitative research |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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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Sommario/riassunto |
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The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage |
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