Qualitative research methods in public relations and marketing communications: Second edition
Authors: Daymon, C. and Holloway, I.
Volume: 9780203846544
Pages: 1-397
ISBN: 9780203846544
DOI: 10.4324/9780203846544
Abstract: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.
Source: Scopus
Qualitative research methods in public relations and marketing communications
Authors: Holloway, I. and Daymon, C.
Publisher: Routledge
Place of Publication: London
Source: Manual