Qualitative Research Methods in Public relations and Marketing Communication

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*Outlines research techniques: case studies, grounded theory, ethnography, action research, and Delphi technique *Considers methods of data collection: interviews and focus groups, procedures such as projective techniques and critical incident technique, observation and online *Includes sampling and strategies for data analysis, including computer analysis *Appraises issues such as generalisability, reliability and validity from a qualitative perspective This is a practical guide for novice researchers interested in conducting qualitative research in public relations and marketing communications. It takes readers through each stage of the research process, from choosing a research topic and writing the proposal, through to selecting methods for data collection, and analysing and writing the research report. Key points are illustrated with examples from advertising, marketing, media relations, promotions, employee communications, public affairs, and other forms of managed communication. Key features are: *theoretical background and practical guidelines *hints for using the internet *tips for overcoming problems and difficulties *comprehensive references *many useful examples, boxed features, summaries, and overviews *illustrations from international contexts.

Author / Editor: Christine Daymon

Category: Economics

ISBN: 0203996402

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