Qualitative Research Methods in Public Relations and Marketing Communications

2010-09-13
Qualitative Research Methods in Public Relations and Marketing Communications

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  • Author: Christine Daymon
  • Publisher: Routledge
  • ISBN: 1136935029
  • Category : Business & Economics
  • Languages : en
  • Pages : 416

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 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.

Qualitative Research Methods in Public Relations and Marketing Communications

2016-12-27
Qualitative Research Methods in Public Relations and Marketing Communications

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  • Author: Taylor & Francis Group
  • Publisher:
  • ISBN: 9781138897687
  • Category :
  • Languages : en
  • Pages : 0

Qualitative Research Methods in Public Relations and Marketing Communications

2005-06-29
Qualitative Research Methods in Public Relations and Marketing Communications

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  • Author: Christine Daymon
  • Publisher: Routledge
  • ISBN: 113459609X
  • Category : Business & Economics
  • Languages : en
  • Pages : 302

A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.

Using Qualitative Research in Advertising

2011-10-31
Using Qualitative Research in Advertising

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  • Author: Margaret A. Morrison
  • Publisher: SAGE
  • ISBN: 1412987245
  • Category : Business & Economics
  • Languages : en
  • Pages : 241

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

Advertising and Public Relations Research

2015-04-16
Advertising and Public Relations Research

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  • Author: Donald W. Jugenheimer
  • Publisher: Routledge
  • ISBN: 1317507371
  • Category : Business & Economics
  • Languages : en
  • Pages : 384

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

Research Methods and Techniques in Public Relations and Advertising

2017
Research Methods and Techniques in Public Relations and Advertising

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  • Author: Bayram Oğuz Aydın
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • ISBN: 9783631718766
  • Category : Advertising
  • Languages : en
  • Pages : 0

The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.

Qualitative Communication Research Methods

2011
Qualitative Communication Research Methods

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  • Author: Thomas R. Lindlof
  • Publisher: SAGE
  • ISBN: 1412974720
  • Category : Business & Economics
  • Languages : en
  • Pages : 401

There are not many textbooks available (if any) that can match [this book's] intelligence.

Media and Communication Research Methods

2018-09-12
Media and Communication Research Methods

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  • Author: Anders Hansen
  • Publisher: Bloomsbury Publishing
  • ISBN: 1350306649
  • Category : Social Science
  • Languages : en
  • Pages : 462

This essential textbook provides a clear and authoritative introduction to qualitative and quantitative methods for studying media and communication. Written by two highly experienced researchers, the book draws on a wide range of media and communication research to introduce students to the relative strengths of the different research approaches. Beginning with an overview of the changing contexts and trends in media and communication research approaches, the book demystifies 'research' and the 'research process' by offering practical and accessible guidance on how to design, plan and carry out successful research projects in media and communication. This is an indispensable text for all students of media and communication studies, particularly those undertaking their own research projects or taking modules in research methods.

Exploring Communication through Qualitative Research

2018-04-18
Exploring Communication through Qualitative Research

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  • Author: Monica Bîră
  • Publisher: Cambridge Scholars Publishing
  • ISBN: 1527509508
  • Category : Education
  • Languages : en
  • Pages : 402

This volume offers an insight into contemporary communication studies, as seen through the lens of qualitative research. It presents existing studies on qualitative research, current research programs, and trends for future expansion of this methodological approach. It also offers a series of practical examples of applying methods and techniques of qualitative research, to teach readers about the social world and to answer pressing problems related to applied communication. In terms of research, the studies within the book use focus-group interviews, in-depth interviews, qualitative content analyses, critical discourse analyses, and dispositif analyses. The volume covers areas such as education, public relations, advertising, strategic communication, heritage and museum management and intercultural dialogue. It will be a useful aid for students of qualitative research in the social sciences and humanities, but also for professionals in the field of communication.

Primer of Public Relations Research, Third Edition

2016-11-23
Primer of Public Relations Research, Third Edition

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  • Author: Don W. Stacks
  • Publisher: Guilford Publications
  • ISBN: 146252270X
  • Category : Business & Economics
  • Languages : en
  • Pages : 417

Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and evaluating PR campaigns. Revised and expanded to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Every chapter features review questions and a compelling practice problem. PowerPoint slides for use in teaching are provided at the companion website. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the strategic use of key performance indicators. *Covers the latest content analysis software. Pedagogical Features: *Each chapter opens with a chapter overview and concludes with review questions. *End-of-chapter practice problems guide readers to implement what they have learned in a PR project. *Appendix provides a dictionary of public relations measurement and research terms. *Supplemental Instructor's Manual and PowerPoint slides.