Qualitative Research Methods in Public Relations and Marketing Communications

by C. Daymon, Immy Holloway

Qualitative research holds great potential for the study of public relations and marketing communications due to its ability to enable researchers to be closely involved with research participants. This practical guide for those interested in conducting qualitative research takes readers through each stage of the research process. This

* outlines research techniques
* considers methods of data collection
* includes sampling and strategies for data analysis, including computer analysis
* appraises issues of reliability and validity from a qualitative perspective

Key points are illustrated with examples from advertising, marketing, media relations, promotions, employee communications, public affairs and other forms of managed communication. Pedagogic features include hints for the internet, tips for overcoming problems and difficulties, examples, boxed features, summaries and overviews, and a wide range of examples and illustrations from international contexts. A highly practical and accessible guide, this is a core text for those undertaking undergraduate and master research methods courses on public relations and marketing communications degrees, and will be invaluable for those working on dissertations, theses or research as part of a professional assignment.

304 pages, Paperback

First published March 1, 2002

Reviews

[Hossein · Rating 3 out of 5]

تقسيم بندي كتاب از نظر من خوب بود اما مشكلي داشت اين بود كه زياد توي رويكردها عميق نشد و در آخر هم دستم رو گذاشت توي پوست گردو.