Qualitative Research Methods in Public Relations and Marketing Communications

ISBN-10: 0415471184
ISBN-13: 9780415471183
Edition: 2nd 2010 (Revised)
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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  More...

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Book details

Edition: 2nd
Copyright year: 2010
Publisher: Taylor & Francis Group
Publication date: 10/12/2010
Binding: Paperback
Pages: 416
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.386
Language: English

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 researchHighlights specific analytical techniques associated within the main research approachesProvides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Professor Immy Holloway is a sociologist of health and illness and Reader in the Institute of Health and Community Studies at Bournemouth University. Professor Dawn Freshwater is Reader in Primary Care in the Institute of Health and Community Studies, Bournemouth University.

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