Qualitative Research Methods in Public Relations and Marketing Communications - Hardcover

Daymon, Christine; Holloway, Immy

Hardcover

ISBN 10: 0415222737 ISBN 13: 9780415222730

Publisher: Routledge, 2002

Synopsis

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 book:

* 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.

About this title

Review

"I find it hard to temper my enthusiasm for Christine Daymon and Immy Holloway's book. This is because it will save me from half the work which I do with my honors and higher degree students...I recommend this book for all research students and their supervisors in the field of public relations and related subjects.--Steve Mackey, Deakin University, Australia."

Synopsis

Qualitative research holds great potential for the study of public relations and marketing communications because of its ability to enable researchers to be closely involved with research participants. This helps researchers to better understand social processes, the motivations of human beings, and the contexts in which they are situated. Such concerns resonate well with the current interest within public relations and marketing communications of understanding the subjective viewpoints of a range of key stakeholders in order to develop effective, collaborative dialogue. This book is a practical and highly accessible guide to doing qualitative research in public relations and marketing communications. Aimed at the novice researcher it traces the various stages of the research process, from choosing a research topic and writing the proposal, to selecting methods for data collection and analysis, through to writing the research report. Along the way, it reflects on ethical isues. The different co-existing oreintations towards research are also examined because of their implications for how research is conceived and carried out.

Features include: *practical guidelines for all stages of the research process *theoretical background as it relates to qualitative research and managed communication *hints for using the internet *a wide range of useful examples and international illustrations *insights into student experiences of doing research *a glossary and comprehensive references. Qualitative Research Methods in Public Relations and Marketing Communications is a core text for those undertaking undergraduate and master research methods courses on public relations and marketing communications degrees. It will also be invaluable for those working on dissertations and theses or research as part of a professional assignment.

Edition details

• Publisher: Routledge
• Publication date: 2002
• Language: English
• ISBN 10: 0415222737
• ISBN 13: 9780415222730
• Binding: Hardcover
• Edition number: 1
• Number of pages: 304