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作者 Daymon, Christine
書名 Qualitative Research Methods in Public Relations and Marketing Communications
出版項 London : Taylor & Francis Group, 2010
國際標準書號 9780203846544 (electronic bk.)
book jacket
版本 2nd ed
說明 1 online resource (414 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
附註 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 research -- Part 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
The 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 Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research   Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
鏈接 Print version: Daymon, Christine Qualitative Research Methods in Public Relations and Marketing Communications London : Taylor & Francis Group,c2010 9780415471176
主題 Public relations - Research - Methodology
Electronic books
Alt Author Holloway, Immy
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