Qualitative research methods in public relations and marketing communications
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Author Description
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
Menrva's Summary
THE THESIS
This text investigates the methodological frameworks and practical strategies required to conduct rigorous qualitative research within the fields of public relations and marketing communications. Christine Daymon provides a structured guide for students and practitioners, emphasizing the transition from theoretical understanding to the application of critical, reflective research techniques. The book serves as a foundational resource for navigating the complexities of data collection and analysis in professional communication environments.
THE SCOPE MAP
What You Will Find
- Methodologies for planning and executing qualitative research projects in marketing and public relations.
- Analytical techniques for interpreting data, including critical discourse analysis and mixed methods.
- Strategies for conducting internet-based research and historical investigations.
- Guidance on maintaining research authenticity and trustworthiness throughout the inquiry process.
THE AUTHORITY PERSPECTIVE
Academic reviewers and educators frequently identify this text as a foundational resource for students at the undergraduate and master levels. The prose is noted for its clarity and practical focus, making complex methodological concepts accessible to those new to research design.
Page Count:
416
Publication Date:
2010-01-01
Publisher:
Routledge
ISBN-10:
0203846540
ISBN-13:
9780203846544
Marketing
Public Relations
textbook
Communications
Research Methods
Corporations
Academic
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