Qualitative research methods in public relations and marketing communications
Christine Daymon and Immy Holloway
| Year of publication: |
2011 ; 2. ed.
|
|---|---|
| Authors: | Daymon, Christine ; Holloway, Immy |
| Publisher: |
London [u.a.] : Routledge |
| Subject: | Marketing | Kommunikation | Communication | Öffentlichkeitsarbeit | Public relations | Wissenschaftliche Methode | Scientific method | Marktkommunikation | Qualitative Methode |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XI, 397 S. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | Literaturverz. S. [370] - 386 Hier auch später erschienene, unveränderte Nachdrucke 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. |
| ISBN: | 978-0-415-47118-3 ; 978-0-415-47117-6 ; 978-0-203-84654-4 |
| Classification: | Öffentlichkeit |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008653991