Communication Research

Qualitative Research Methods in Public Relations and Marketing Communications

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 masters 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. Dr Christine Daymon is an Associate Professor in the School of Media, Communication and Culture at Murdoch University in Western Australia, where she is Academic Chair for postgraduate courses in Communication and Media Management. An active researcher, her interests centre on communication in organizations, gendered issues in public relations, and cross-cultural learning. Professor Immy Holloway is based at Bournemouth University, UK at the Centre for Qualitative Research, where she teaches research and supervises research students. She has written numerous books on qualitative research, some of which have been translated into several languages.

Qualitative Research Methods in Public Relations and Marketing Communications

Second edition

Christine Daymon and Immy Holloway

First edition published 2002 Second edition published 2011 by Routledge 2 Park Square, Milton Park,...