TY  - BOOK
AU  - Daymon,Christine
AU  - Holloway,Immy
TI  - Qualitative research methods in public relations and marketing communications
SN  - 9780415471183
AV  - HD59 .D347 2011
U1  - 659.2 DAY 
PY  - 2011///
CY  - New York, NY
PB  - Routledge
KW  - Corporations
KW  - Public relations
KW  - Research
KW  - Methodology
KW  - Marketing research
KW  - Qualitative research
N1  - 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
ER  -