Qualitative Research Methods in Public Relations and Marketing Communications
Christine Daymon, Immy Holloway
Outlines research techniques: case studies, grounded theory, ethnography, action research,
and Delphi technique
Considers methods of data collection: interviews and focus groups, procedures such as
projective techniques and critical incident technique, observation and online
Includes sampling and strategies for data analysis, including computer analysis
Appraises issues such as generalisability, reliability and validity from a qualitative
perspective
This is a practical and highly accessible guide for novice researchers interested in
conducting qualitative research in public relations and marketing communications. It takes
readers through each stage of the research process, from choosing a research topic and
writing the proposal, through to selecting methods for data collection, and analysing and
writing the research report. Key points are illustrated with examples from advertising,
marketing, media relations, promotions, employee communications, public affairs, and other
forms of managed communication.
Key features are:
theoretical background and practical guidelines
hints for using the internet
tips for overcoming problems and difficulties
comprehensive references
many useful examples, boxed features, summaries, and overviews
illustrations from international contexts.
304 pages
