Qualitative Research Methods in Public Relations and Marketing Communications - Couverture rigide

Daymon, Christine; Holloway, Immy

Couverture rigide

ISBN 10 : 0415222737 ISBN 13 : 9780415222730

Editeur : 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.

A propos du livre

Présentation de l'éditeur

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.

Biographie de l'auteur

Dr Christine Daymon is an Associate Professor in the School of Media, Communication and Culture at Murdoch University in Western Australia, where she is Academic Chair for postgraduate courses in Communication and Media Management. An active researcher, her interests centre on communication in organizations, gendered issues in public relations, and cross-cultural learning.

Professor Immy Holloway is based at Bournemouth University, UK at the Centre for Qualitative Research, where she teaches research and supervises research students. She has written numerous books on qualitative research, some of which have been translated into several languages.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0415222737
• ISBN 13: 9780415222730
• Reliure: Relié
• Nombre de pages: 304
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible