Qualitative Research Methods in Public Relations and Marketing Communications - Softcover

Daymon, Christine; Holloway, Immy

Softcover

ISBN 10: 0415222745 ISBN 13: 9780415222747

Publisher: Routledge, 2001

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

This is a practical and highly accessible guide for novice researchers interested in conducting qualitative research in public relations and marketing communications. The authors take 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. They illustrate key points with examples from advertising, marketing, media relations, promotions, employee communications, public affairs, and other forms of managed communication. Key features are: *theoretical background and practical guidelines *hints for using the internet *tips for overcoming problems and difficulties *comprehensive references *many useful examples, boxed features, summaries, and overviews *illustrations from international contexts. Qualitative Research Methods in Public Relations and Marketing Communications will be an indispensable resource for undergraduate and postgraduate students studying the topic in taught courses or undertaking dissertation research.

Many chapters will also be useful for practitioners in the field who intend to carry out research in their own settings. Case studies, grounded theory, ethnography, action research, and the Delphi technique are some of the research approaches that are outlined. Interviews and focus groups, procedures such as projective techniques and critical incident technique, observation and online methods are among the methods of data collection that are considered. Sampling and strategies for data analysis, including computer analysis, are also included. Issues such as generalisability, reliability and validity are appraised from a qualitative perspective.

Edition details

• Publisher: Routledge
• Publication date: 2001
• Language: English
• ISBN 10: 0415222745
• ISBN 13: 9780415222747
• Binding: Paperback
• Edition number: 1
• Number of pages: 304