Qualitative Research Methods in Public Relations and Marketing Communications

by Christine Daymon, Immy Holloway

Qualitative research holds great potential for the study of public relations and marketing communications due to its ability to enable researchers to be closely involved with research participants. This practical guide for those interested in conducting qualitative research takes readers through each stage of the research process. This

* outlines research techniques
* considers methods of data collection
* includes sampling and strategies for data analysis, including computer analysis
* appraises issues of reliability and validity from a qualitative perspective

Key points are illustrated with examples from advertising, marketing, media relations, promotions, employee communications, public affairs and other forms of managed communication. Pedagogic features include hints for the internet, tips for overcoming problems and difficulties, examples, boxed features, summaries and overviews, and a wide range of examples and illustrations from international contexts. A highly practical and accessible guide, this is a core text for those undertaking undergraduate and master research methods courses on public relations and marketing communications degrees, and will be invaluable for those working on dissertations, theses or research as part of a professional assignment.

304 pages, Hardcover

First published December 20, 2001

Reviews

[Kholifia Risa]

Guys help me. Beli buku ini dimana ya minta info yg tau. Pls contact me: kholifia.risa@gmail.com

So appreciate your help. Thank you

[Didin Dimas]

banyak orang yang berpikir buku ini diterjemahkan oleh Renald Kasali. Sebenarnya buku ini diterjemahkan oleh Cahya Wiratama dan disunting oleh Santi Indra Astuti.

saya sendiri menilai buku ini hanya dengan 2 bintang karena memang banyak terjemahan yang dipaksakan menjadi bahasa Indonesia. Jika anda membaca buku ini, kesan kaku akan sangat terlihat jelas. Bahasa yang ada tidak mengalir-beda dengan versi inggrisnya-namun tentu saja, dengan hadirnya terjemahan ini saya jadi memahami beberapa jargon yang tidak saya paham di versi inggrisnya.

Overall, saya lebih menyarankan anda untuk membaca versi inggrisnya.

[Liliyah]

Sebelumnya persepsi saya mengenai metode penelitian kualitatif adalah seperti masuk dalam hutan rimba yang gelap dan tidak jelas mau kemana. Tetapi buku ini mengubahnya, bhawa meski didalam hutan rimba tetapi tetap ada kompas untuk memandu.

[Didin Dimas]

If you try to learn the basic of qualitative research method, you should try this one. very comprehensive, yet very easy to read.

[Ngokblengok]

for my pr