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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
Highlights specific analytical techniques associated within the main research
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