Qualitative Research Methods in Public Relations and Marketing Communications, 2nd Edition

Cover......Page 1
Title......Page 4
Copyright......Page 5
Contents......Page 8
Preface......Page 10
Part I: Getting started......Page 14
1 The nature and usefulness of qualitative research for public relations and marketing communications......Page 16
2 Selecting a topic and relating to your supervisor......Page 31
3 Reviewing the literature and writing the research proposal......Page 52
4 Ethical issues and access to participants......Page 68
5 Ensuring the quality of research......Page 90
Part II: Selecting the research approach......Page 110
6 Choosing between different types of research......Page 112
7 Case studies......Page 127
8 Grounded theory......Page 143
9 Ethnography......Page 158
10 Discourse analysis and critical discourse analysis......Page 178
11 Phenomenology......Page 193
12 Additional approaches: historical research and action research......Page 202
Part III: Collecting the data......Page 220
13 Sampling......Page 222
14 Interviews......Page 233
15 Focus groups......Page 254
16 Observation......Page 271
17 Written, visual and multi-media materials......Page 289
Part IV: Analysing, interpreting and writing about the data......Page 312
18 Analysing and interpreting the data......Page 314
19 Writing the report......Page 338
Part V: Further issues......Page 360
20 Mixed methods research......Page 362
21 Finishing off......Page 371
Appendix: An example interview guide......Page 375
Glossary......Page 377
References......Page 383
Index......Page 400