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Qualitative research methods in public relations and marketing communications /

by Daymon, Christine.
Authors: Holloway, Immy.%joint author Published by : Routledge, (New York, NY :) Physical details: xi, 397 p. ; 25 cm. ISBN: 0415471176 Subject(s): Corporations %Public relations %Research %Methodology | Public relations %Research %Methodology. | Marketing research %Methodology. | Qualitative research. Year: 2011
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library English Collections Hall 659.2072 D347 (Browse Shelf) Available JBC/2011/11487
Book Book AUM Main Library English Collections Hall 659.2072 D347 (Browse Shelf) Available JBC/2011/11487

Includes bibliographical references and index.

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.

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