Qualitative Research Methods in Public Relations and Marketing Communications
Routledge – 2001 – 304 pages
Qualitative research holds great potential for the study of public relations and marketing communications due to its ability to enable researchers to be closely involved with research participants. This practical guide for those interested in conducting qualitative research takes readers through each stage of the research process. This book:
* outlines research techniques
* considers methods of data collection
* includes sampling and strategies for data analysis, including computer analysis
* appraises issues of reliability and validity from a qualitative perspective
Key points are illustrated with examples from advertising, marketing, media relations, promotions, employee communications, public affairs and other forms of managed communication. Pedagogic features include hints for the internet, tips for overcoming problems and difficulties, examples, boxed features, summaries and overviews, and a wide range of examples and illustrations from international contexts.
A highly practical and accessible guide, this is a core text for those undertaking undergraduate and master research methods courses on public relations and marketing communications degrees, and will be invaluable for those working on dissertations, theses or research as part of a professional assignment.
Part 1: Getting Started 1. The Nature of Qualitative Research and its Relevance to Public Relations and Marketing Communications 2. Selecting a Topic and Relating to Your Supervisor 3. Reviewing the Literature and Writing the Proposal 4. Tools and Techniques for Locating, Retrieving and Storing Electronic Data 5. Access and Ethical Issues 6. The Quality of Research: Reliability and Validity Part 2: Selecting the Research Approach 7. Case Studies 8. Grounded Theory 9. Ethnography 10. Discourse Analysis and Phenomenology Part 3: Collecting the Data 11. Sampling 12. Interviews 13. Focus Groups 14. Observation 15. Additional Qualitative Methods Part 4: Analysing, Interpreting and Writing about the Data 16. Analysing and Interpreting the Data 17. Writing Up the Research Report 18. Final Thoughts