Qualitative Research Methods in Public Relations and Marketing Communications

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Synopsis

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.

Book details

Author:
Christine Daymon, Immy Holloway
ISBN:
9781136935022
Related ISBNs:
9780203996409, 9781138897687, 9780415471176
Publisher:
Taylor and Francis
Pages:
N/A
Reading age:
Not specified
Includes images:
Yes
Date of addition:
2018-01-28
Usage restrictions:
Copyright
Copyright date:
2010
Copyright by:
Christine Daymon and Immy Holloway 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction