About this Book

Qualitative research holds great potential for the study of public relations and marketing communications because of its ability to enable researchers to be closely involved with research participants. This helps researchers to better understand social processes, the motivations of human beings, and the contexts in which they are situated. Such concerns resonate well with the current interest within public relations and marketing communications of understanding the subjective viewpoints of a range of key stakeholders in order to develop effective, collaborative dialogue. This book is a practical and highly accessible guide to doing qualitative research in public relations and marketing communications. Aimed at the novice researcher it traces the various stages of the research process, from choosing a research topic and writing the proposal, to selecting methods for data collection and analysis, through to writing the research report. Along the way, it reflects on ethical isues. The different co-existing oreintations towards research are also examined because of their implications for how research is conceived and carried out. Features include: *practical guidelines for all stages of the research process *theoretical background as it relates to qualitative research and managed communication *hints for using the internet *a wide range of useful examples and international illustrations *insights into student experiences of doing research *a glossary and comprehensive references. Qualitative Research Methods in Public Relations and Marketing Communications is a core text for those undertaking undergraduate and master research methods courses on public relations and marketing communications degrees. It will also be invaluable for those working on dissertations and theses or research as part of a professional assignment.