03459oam 2200697I 450 991082737710332120230725024949.01-136-93502-91-136-93503-71-282-88276-797866128827600-203-84654-010.4324/9780203846544 (CKB)2670000000046847(EBL)574487(OCoLC)670411093(SSID)ssj0000426510(PQKBManifestationID)12182231(PQKBTitleCode)TC0000426510(PQKBWorkID)10390101(PQKB)11546997(MiAaPQ)EBC574487(Au-PeEL)EBL574487(CaPaEBR)ebr10422139(CaONFJC)MIL288276(OCoLC)679716008(EXLCZ)99267000000004684720180706d2011 uy 0engur|n|---|||||txtccrQualitative research methods in public relations and marketing communications /Christine Daymon and Immy Holloway2nd ed.New York :Routledge,2011.1 online resource (414 p.)Description based upon print version of record.0-415-47118-4 0-415-47117-6 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 -- 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.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 with the main approaches and techniques for conducting critical, reflective investigations. This new edition:Identifies the skills and strategies needed to conduct authentic, trustworthy research<PCorporationsPublic relationsResearchMethodologyPublic relationsResearchMethodologyMarketing researchMethodologyQualitative researchCorporationsPublic relationsResearchMethodology.Public relationsResearchMethodology.Marketing researchMethodology.Qualitative research.658.83Daymon Christine1952-,1129083Holloway Immy867129MiAaPQMiAaPQMiAaPQBOOK9910827377103321Qualitative research methods in public relations and marketing communications4096901UNINA