Qualitative research methods in public relations and marketing communications / Christine Daymon and Immy Holloway.
Material type:
TextPublication details: New York, NY : Routledge, 2011Edition: 2nd edDescription: xi, 397 p. ; 25 cmISBN: 9780415471176 (hardback); 0415471176 (hardback); 9780415471183 (pbk.); 0415471184 (pbk.)Subject(s): Corporations -- Public relations -- Research -- Methodology | Public relations -- Research -- Methodology | Marketing research -- Methodology | Qualitative researchDDC classification: 659.2072 | Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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General Books
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Central Library, Sikkim University General Book Section | 659.2072 DAY/Q (Browse shelf(Opens below)) | Available | P20585 |
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| 659.2 ZAP/P Public relations writing worktext: a practical guide for the profession/ | 659.202854678 KEL/P Public relations online: Lasting concept for changing media/ | 659.2072 DAY/Q Qualitative research methods in public relations and marketing communications / | 659.2072 DAY/Q Qualitative research methods in public relations and marketing communications / | 659.2072 DAY/Q Qualitative research methods in public relations and marketing communications / | 659.20954 VIL/P Public relations in India: new tasks and responsibilities/ | 659.2930776 GOY/E Event Management |
Includes bibliographical references and index.
The nature and usefulness of qualitative research for public relations and marketing communications -- Selecting a topic and relating to your supervisor -- Reviewing the literature & writing the research proposal -- Ethical issues and access -- Ensuring the quality of research -- Choosing between different types of research -- Case studies -- Grounded theory -- Ethnography -- Discourse and critical discourse analysis -- Phenomenology -- Additional approaches : historical research and action research -- Sampling -- Interviews -- Focus groups -- Observation -- Written, visual, and multi-media materials -- Analyzing and interpreting the data -- Writing the report -- Mixed methods research -- Finishing off.
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