LEADER 03459oam 2200697I 450 001 9910827377103321 005 20230725024949.0 010 $a1-136-93502-9 010 $a1-136-93503-7 010 $a1-282-88276-7 010 $a9786612882760 010 $a0-203-84654-0 024 7 $a10.4324/9780203846544 035 $a(CKB)2670000000046847 035 $a(EBL)574487 035 $a(OCoLC)670411093 035 $a(SSID)ssj0000426510 035 $a(PQKBManifestationID)12182231 035 $a(PQKBTitleCode)TC0000426510 035 $a(PQKBWorkID)10390101 035 $a(PQKB)11546997 035 $a(MiAaPQ)EBC574487 035 $a(Au-PeEL)EBL574487 035 $a(CaPaEBR)ebr10422139 035 $a(CaONFJC)MIL288276 035 $a(OCoLC)679716008 035 $a(EXLCZ)992670000000046847 100 $a20180706d2011 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aQualitative research methods in public relations and marketing communications /$fChristine Daymon and Immy Holloway 205 $a2nd ed. 210 1$aNew York :$cRoutledge,$d2011. 215 $a1 online resource (414 p.) 300 $aDescription based upon print version of record. 311 $a0-415-47118-4 311 $a0-415-47117-6 320 $aIncludes bibliographical references and index. 327 $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 -- 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. 330 $aThe 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