Qualitative research methods in public relations and marketing communications

Online-Ressource (xi, 397 p)

25 cm

Includes bibliographical references and index

Cover; Title; Copyright; Contents; Preface; Part I: Getting started; 1 The nature and usefulness of qualitative research for public relations and marketing communications; 2 Selecting a topic and relating to your supervisor; 3 Reviewing the literature and writing the research proposal; 4 Ethical issues and access to participants; 5 Ensuring the quality of research; Part II: Selecting the research approach; 6 Choosing between different types of research; 7 Case studies; 8 Grounded theory; 9 Ethnography; 10 Discourse analysis and critical discourse analysis; 11 Phenomenology

12 Additional approaches: historical research and action researchPart III: Collecting the data; 13 Sampling; 14 Interviews; 15 Focus groups; 16 Observation; 17 Written, visual and multi-media materials; Part IV: Analysing, interpreting and writing about the data; 18 Analysing and interpreting the data; 19 Writing the report; Part V: Further issues; 20 Mixed methods research; 21 Finishing off; Appendix: An example interview guide; Glossary; References; Index

Electronic reproduction; Available via World Wide Web

ECONIS - Online Catalogue of the ZBW