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

By: Contributor(s): Material type: TextTextPublication details: New York, NY : Routledge, 2011.Edition: 2nd edDescription: xi, 397 p. ; 25 cmISBN:
  • 0203846540 (ebook)
  • 0415471176 (hardback)
  • 0415471184 (pbk.)
  • 9780203846544 (ebook)
  • 9780415471176 (hardback)
  • 9780415471183 (pbk.)
Subject(s): LOC classification:
  • HD59 .D347 2011 HD59 .D347 HD59 .D347 HD59 .D347 HD59 .D347 HD59 .D347 HD59 .D347
Contents:
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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Item type Current library Call number Status Date due Barcode
General Collection item General Collection item Nairobi Campus Open Shelves HD59.D347 2011 (Browse shelf(Opens below)) Available BK87007
General Collection item General Collection item Nairobi Campus Open Shelves HD59.D347 2011 (Browse shelf(Opens below)) Available BK87006
General Collection item General Collection item Nairobi Campus Open Shelves HD59.D347 2011 (Browse shelf(Opens below)) Available BK87008
General Collection item General Collection item Nairobi Campus Open Shelves HD59.D347 2011 (Browse shelf(Opens below)) Available BK87004
General Collection item General Collection item Nairobi Campus Open Shelves HD59.D347 2011 (Browse shelf(Opens below)) Available BK87005
General Collection item General Collection item Nairobi Campus Open Shelves HD59.D347 2011 (Browse shelf(Opens below)) In transit from Athi-River Campus to Nairobi Campus since 12/07/2019 BK87009

Includes bibliographical references (p. [370]-386) 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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