Qualitative Research Methods in Public Relations and Marketing Communications [Hardcover]

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations.

 

This new edition:

• Identifies the skills and strategies needed to conduct authentic, trustworthy research
• Highlights specific analytical techniques associated within the main research approaches
• Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research

 

Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Part I: Getting Started  1. The Nature and Usefulness of Qualitative Research for Public Relations and Marketing Communications  2. Selecting a Topic and Relating to Your Supervisor  3. Reviewing the Literature & Writing the Research Proposal  4. Ethical Issues and Access  5. Ensuring the Quality of Research  Part II: Selecting the Research Approach  6. Choosing between Different Types of Research  7. Case Studies  8. Grounded Theory  9. Ethnography  10. Discourse and Critical Discourse Analysis  11. Phenomenolol“.