Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway.

By: Daymon, Christine Contributor(s): Holloway, Immy Material type: Text

TextLanguage: English Publication details: New York, NY : Routledge, 2011. Edition: 2nd edDescription: xi, 397 p. ; 25 cmISBN: 9780415471176 (hardback); 0415471176 (hardback); 9780415471183 (pbk.); 0415471184 (pbk.); 9780203846544 (ebook); 0203846540 (ebook)Subject(s): Corporations -- Public relations -- Research -- Methodology | Public relations -- Research -- Methodology | Marketing research -- Methodology | Qualitative researchDDC classification: 659.2072 LOC classification: HD59 | .D347 2011Online resources: WorldCat details | E-book Fulltext

Contents:

TOC 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.

Summary: Summary: The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. This guide includes guidance on decision making regarding the different research approaches to achieve different research goals.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
E-Book	Dr. S. R. Lasker Library, EWU E-book	Non-fiction	659.2072 DAQ 2011 (Browse shelf(Opens below))		Not for loan
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	659.2072 DAQ 2011 (Browse shelf(Opens below))	C-1	Not For Loan		24021

Total holds: 0

Includes bibliographical references and index.

TOC 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.

Summary:

The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. This guide includes guidance on decision making regarding the different research approaches to achieve different research goals.

Pharmacy

Sagar Shahanawaz

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