Qualitative research methods in public relations and marketing communications

摘要: Qualitative research holds great potential for the study of public relations and marketing communications due to its ability enable researchers be closely involved with participants. This practical guide those interested in conducting qualitative takes readers through each stage process. book: * outlines techniques * considers methods data collection * includes sampling strategies analysis, including computer analysis * appraises issues reliability validity from a perspective Key points are illustrated examples advertising, marketing, media relations, promotions, employee communications, affairs other forms managed communication. Pedagogic features include hints internet, tips overcoming problems difficulties, examples, boxed features, summaries overviews, wide range illustrations international contexts. A highly accessible guide, this is core text undertaking undergraduate master courses on degrees, will invaluable working dissertations, theses or as part professional assignment.