| LEADER : 00000nam 2200000uu 4500 |
| 008 110919s2011||||th 000 0 eng d |
| 020 ^a9780415471183 (pbk.)
|
| 050 4 ^aHD5900^b.D347 2011
|
| 100 1 ^aDaymon, Christine.
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| 245 10 ^aQualitative research methods in public relations and marketing communications /^c Christine Daymon and Immy Holloway.
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| 250 ^a2nd ed.
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| 260 ^aNew York, NY :^bRoutledge,^c2011.
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| 300 ^axi, 397 p. ;^c25 cm.
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| 504 ^aIncludes bibliographical references and index.
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| 505 0 ^aThe nature and usefulness of qualitative research forpublic relations and marketing communications -- Selectinga topic and relating to your supervisor -- Reviewing the literature & writing the research proposal -- Ethical issues and access -- Ensuring the quality of research -- Choosing between different types of research -- Case studies -- Grounded theory -- Ethnography -- Discourse andcritical discourse analysis -- Phenomenology -- Additionalapproaches : historical research and action research -- Sampling -- Interviews -- Focus groups -- Observation -- Written, visual, and multi-media materials -- Analyzing and interpreting the data -- Writing the report -- Mixed methods research -- Finishing off.
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| 650 0 ^aCorporations^xPublic relations^xResearch^xMethodology
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| 650 0 ^aPublic relations^xResearch^xMethodology.
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| 650 0 ^aMarketing research^xMethodology.
|
| 650 0 ^aQualitative research.
|
| 700 1 ^aHolloway, Immy.
|
| 999 ^aใช้งานได้ทุกระบบ
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