| Description |
viii, 293 pages : illustrations ; 24 cm |
| Series |
NetLibrary
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| Contents |
Part I. Getting Started: 1. The nature of qualitative research and its relevance to public relations and marketing communications; 2. Selecting a topic and relating to your supervisor; 3. Reviewing the literature and writing the research proposal; 4. Tools and techniques for locating, retrieving and storing electronic text / Matt Holland; 5. Access and ethical issues; 6. The quality of research: reliability and validity -- Part II. Selecting the Research Approach: 7. Case studies; 8. Grounded theory; 9. Ethnography; 10. Discourse analysis and phenomenology -- Part III. Collecting the Data: 11. Sampling; 12. Interviews; 13. Focus groups; 14. Observation; 15. Additional qualitative methods -- Part IV. Analysing, Interpreting and Writing About the Data: 16. Analysing and interpreting the data; 17. Writing the report; 18. Final thoughts -- Glossary |
| Summary |
"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; and Appraises issues such as generalisability, reliability and validity from a qualitative perspective." |
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"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."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Electronic version is available via NetLibrary |
|
Mode of access : Internet via World Wide Web |
| Subject |
Corporations -- Public relations -- Research -- Methodology.
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Public relations -- Research -- Methodology.
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Marketing research -- Methodology.
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Qualitative research.
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| Author |
Holloway, Immy.
|
| LC no. |
2001048321 |
| ISBN |
0415222745 paperback |
|
0415222737 cased |
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