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Qualitative Research Methods in Public Relations and Marketing Communications

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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 book: * 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.

TABLE OF CONTENTS

Chapter | 15  pages, research and its relevance to public relations and marketing communications, chapter | 17  pages, to your supervisor, chapter | 12  pages, writing the research proposal, chapter | 93  pages, locating, retrieving and storing electronic text, chapter | 91  pages, phenomenology, chapter | 63  pages.

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• DOI: 10.4324/9780203846544
• Corpus ID: 61088351

Qualitative research methods in public relations and marketing communications

• C. Daymon , I. Holloway
• Published 2002

842 Citations

Qualitative research in communication. introductory remarks, cultural influences on doing qualitative research in public relations in mexico, “parties, air-kissing and long boozy lunches” public relations in the australian fashion industry, public relations literature and scholarship in australia: a brief history of change and diversification, shifting online: an exploratory study into pr consultants' attitude towards new media, making friends in the wild west: singaporean public relations practitioners' perceptions of working in social media, public relations and the free organizational publication: practitioner perspectives on the brave new (media) world, exploring the origins of careers in public relations, humanising public relations research, marketing, public relations, and how web 2.0 is changing their relationship: a qualitative assessment of pr consultancies operating in spain, related papers.

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Qualitative Research Methods in Public Relations and Marketing Communications

Managing Service Quality: An International Journal

ISSN : 0960-4529

Article publication date: 20 January 2012

• Public relations
• Communication
• Qualitative research

Khoo‐Lattimore, C.S.C. (2012), "Qualitative Research Methods in Public Relations and Marketing Communications", Managing Service Quality: An International Journal , Vol. 22 No. 1, pp. 98-100. https://doi.org/10.1108/09604521211198137

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

This book is set out to provide a platform for students to understand and appreciate the relevance of qualitative research. As explained in the preface, the authors' goal was to make a contribution towards highlighting the significance of qualitative methods for the discipline of public relations and marketing communications. Christine Daymon and Immy Holloway have fulfilled their objective, and more. The book is in its second edition, nine years after their first. It consists of five parts, and 21 chapters within them. Part One is concerned with “Getting Started” and covers practical issues like “the usefulness of qualitative research” and “selecting a topic”. Like many books of this nature, Chapter One discusses the philosophies that underpin qualitative research. However, credit must be given to the authors for providing a detailed step‐by‐step guide to writing the research proposal. Part Two consists of seven chapters that deal with seven research approaches, namely case studies, grounded theory, ethnography, discourse analysis, phenomenology, historical research and action research. Many of these chapters (whenever possible) contains an introduction section followed by background to the approach and best of all, an exact guideline on how to go about collecting the data when adopting the approach. Part Three then discusses data collection in five chapters, covering sampling methods, interviews, focus groups, observation, and written, visual and multi‐media materials. Part Four covers data interpretation and analysis, as well as how to write the research report. In the last two chapters of the book, Part Five tackles issues surrounding the mixed methods approach.

However, this is not a book one has to read page‐by‐page, chapter‐by‐chapter, or even part‐by‐part. One can choose individual chapters to read. For example, to find out specifically about focus groups, one can go straight to part three, Chapter Fifteen. The 15 pages in this chapter are packed with good, essential information for any undergraduate or master's student. However, a Lecturer or Tutor needing to prepare a two‐hour class discussing focus group as a data collection method will also find this chapter helpful. Furthermore, the authors should be commended for taking care to discuss ethical issues and limitations to each of the approaches and methods presented – this is not the case for many books of such nature aimed at undergraduates. In this respect, the authors have set a standard that is not customary for undergraduates and even masters' students. If this is a benchmark that lecturers at wider tertiary institutions want to aim for, the first five pages in Chapter Four contains concise yet undemanding reading materials. Six ethical dilemmas were presented for student discussion and answers to all six dilemmas were explained.

At first glance, this book as suggested by the title, seems to cater specifically for those in the field of advertising, communication, marketing and public relations. On further reading however, one finds that the authors have actually laid out some basic principles of research that those outside the specified fields may also find helpful. In addition, although the authors themselves admittedly wrote it especially for undergraduates and masters students, this book is still great as a stepping stone into qualitative research – I have personally used bits and pieces of it in conducting one of my qualitative research workshops for junior researchers. I can also see how parts one and four of the book can be used to design a hands‐on academic writing workshop. If time allows, a companion book can be produced and used alongside this book as the main text and together, they will be more than adequate for a semester course on qualitative research methods.

I also particularly like Chapter Nineteen where the authors provide a comprehensive “hold‐you‐by‐the‐hand” guide to writing the research report. The authors provide everything a student may need, from the report structure to the introduction; literature review; methodology including sample and setting; data collection; data analysis; findings; discussion and conclusion. If these are not enough, they even throw in sample write‐ups of each of these sections. The only missing component here is a discussion on grammar, in particular, what tense should be used in each of the section in the report ‐ for example, if the literature review should be written in simple present, present perfect or past tense. This is one question that students repeatedly ask and grapple with, particularly amongst international students.

This book makes extensive use of boxed annotations and observations, with many chapters peppered with “Helpful Hints” and “Key Points”. Less creatively handled, this mode of presentation exemplifies statements by “dumbing” down, and can often deter readers from making their own associations. Some of the boxed commentaries however are used well, particularly those that include student voices and their experiences with conducting research. For example, in page 151, the authors feature a personal correspondence from a doctoral student on what he has learnt when conducting an ethnographic study – this in itself will help to relate to student readers better.

If there is any more criticism, I feel that the book would benefit from the inclusion of photos and images. Academic handbooks and text books in general have long been less imaginative in terms of design and covers and this book is no exception – the cover neither attracts attention nor describes the book and the content would benefit from some pictures. In addition, the example given for coding would have benefitted from including not just a transcript from focus group interviews but also other forms of methods. The exact procedure for coding newspaper articles or reviews from websites for example, would be most helpful. Nevertheless, this second edition will provide valuable guide and understanding for any undergraduates (not just those in marketing and public relations). It will also offer an informative introduction for postgraduates and novice researchers for foundational understanding of qualitative research methods. Finally, any academic staff member may find this book handy when designing a course on qualitative methods. All in all, the authors have done more than what they have set out to do.

A About the reviewer

Catheryn S.C. Khoo‐Lattimore is an Associate Professor at Taylor's University and investigates issues relating to consumer and tourist behaviour, and subsequently tourism marketing.

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2nd Edition

Qualitative Research Methods in Public Relations and Marketing Communications

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Description

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 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.

Table of Contents

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.　

Critics' Reviews

'The second edition of Qualitative Methods in Public Relations and Marketing Communications provides a complete primer for graduate and advanced undergraduate students as well as practitioners looking to sharpen their research skills. Every aspect of the research process is covered clearly and thoroughly in an easy-to-use format that unpacks difficult conceptual material into readily understood prose. The authors expertly balance theory and process, providing readers with both the why and the how behind a wide range of qualitative approaches. A particular strength of this edition is the emphasis on reflexivity and transparency, the cornerstones of ethical qualitative research. This is by far the most comprehensive approach to qualitative methods for public relations and marketing communications available and is an indispensable resource for students and practitioners alike.' Patricia A Curtin, University of Oregon, USA 'No public relations or communication management student should start their dissertation or thesis without reading this book. Christine Daymon and Immy Holloway address the questions that novice researchers raise, and provide neatly packaged guidance, astutely linked to recent public relations literature, that can be used throughout the dissertation/thesis process. The book encompasses the strategic and the tactical, and includes practical advice, theoretical concepts, common dilemmas and a host of interesting examples as well as the voices, experiences and stories of real student researchers.' Jacquie L'Etang, Stirling University, UK ' When research students need a complete yet friendly guide to support their learning about designing, planning, executing, and reporting research strategies and methods, and their scholarly products, this is the comprehensive and accessible source. This book is for developing researchers who want clear guidance along the pathway to holistic organic understandings of social phenomena. Christine Daymon and Immy Holloway set out with the first edition to provide authoritative nurturing assistance to foster confident and expert exploration of communication in public relations and marketing. They have, with this revised and updated edition, further accomplished this with some considerable flair. A number of important enhancements have been made to make this text contemporary and even more comprehensive, and crucially, both the testing problems of getting started and researcher choice making are given strong focus. On reading, I particularly warmed to the friendly supportive tone and the tutorial feel in the extensive inclusion of a range of voices of practically experienced researchers. I enthusiastically recommend this book for research-based learning. With this one at hand research students won't have to overly rely on my necessarily limited opinion and advice, for here are inquirers who bring forth an enriching wealth of research experience and a realistic sense of both quality and success in challenging research endeavours.' Richard J Varey, University of Waikato, New Zealand 'Writing for undergraduate and masters students of public relations and marketing, Daymon (Murdoch U., Australa) and Holloway (Bournemouth U., UK) introduce qualitative research methodologies relevant to advertising, corporate communication, public affairs, communications management, internal communications, and marketing. They provide guidance on preparatory issues; research approaches involving case studies, grounded theory, ethnography, discourse analysis, phenomenology, historical research, and action research; data collection; and analysis and report-writing, including examples of empirical studies based on a qualitative approach. For this second edition, they have placed greater emphasis on the notions of reflexivity and transparency because of their importance to ethical and critical frameworks, included more material on the use of new technologies, and added a new chapter on mixed methods research, among other changes.' © 2011 Book News Inc.

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Qualitative Research Methods in Public Relations and Marketing Communications

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Qualitative Research Methods in Public Relations and Marketing Communications, 2nd Edition 2nd Edition

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 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.

• ISBN-10 0415471184
• ISBN-13 978-0415471183
• Edition 2nd
• Publication date October 14, 2010
• Language English
• Dimensions 6.14 x 0.93 x 9.21 inches
• Print length 412 pages
• See all details

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Editorial Reviews

'The second edition of Qualitative Methods in Public Relations and Marketing Communications provides a complete primer for graduate and advanced undergraduate students as well as practitioners looking to sharpen their research skills. Every aspect of the research process is covered clearly and thoroughly in an easy-to-use format that unpacks difficult conceptual material into readily understood prose. The authors expertly balance theory and process, providing readers with both the why and the how behind a wide range of qualitative approaches. A particular strength of this edition is the emphasis on reflexivity and transparency, the cornerstones of ethical qualitative research. This is by far the most comprehensive approach to qualitative methods for public relations and marketing communications available and is an indispensable resource for students and practitioners alike.'

Patricia A Curtin, University of Oregon, USA

'No public relations or communication management student should start their dissertation or thesis without reading this book. Christine Daymon and Immy Holloway address the questions that novice researchers raise, and provide neatly packaged guidance, astutely linked to recent public relations literature, that can be used throughout the dissertation/thesis process. The book encompasses the strategic and the tactical, and includes practical advice, theoretical concepts, common dilemmas and a host of interesting examples as well as the voices, experiences and stories of real student researchers.'

Jacquie L'Etang, Stirling University, UK

' When research students need a complete yet friendly guide to support their learning about designing, planning, executing, and reporting research strategies and methods, and their scholarly products, this is the comprehensive and accessible source. This book is for developing researchers who want clear guidance along the pathway to holistic organic understandings of social phenomena. Christine Daymon and Immy Holloway set out with the first edition to provide authoritative nurturing assistance to foster confident and expert exploration of communication in public relations and marketing. They have, with this revised and updated edition, further accomplished this with some considerable flair. A number of important enhancements have been made to make this text contemporary and even more comprehensive, and crucially, both the testing problems of getting started and researcher choice making are given strong focus. On reading, I particularly warmed to the friendly supportive tone and the tutorial feel in the extensive inclusion of a range of voices of practically experienced researchers. I enthusiastically recommend this book for research-based learning. With this one at hand research students won't have to overly rely on my necessarily limited opinion and advice, for here are inquirers who bring forth an enriching wealth of research experience and a realistic sense of both quality and success in challenging research endeavours.'

Richard J Varey, University of Waikato, New Zealand

'Writing for undergraduate and masters students of public relations and marketing, Daymon (Murdoch U., Australa) and Holloway (Bournemouth U., UK) introduce qualitative research methodologies relevant to advertising, corporate communication, public affairs, communications management, internal communications, and marketing. They provide guidance on preparatory issues; research approaches involving case studies, grounded theory, ethnography, discourse analysis, phenomenology, historical research, and action research; data collection; and analysis and report-writing, including examples of empirical studies based on a qualitative approach. For this second edition, they have placed greater emphasis on the notions of reflexivity and transparency because of their importance to ethical and critical frameworks, included more material on the use of new technologies, and added a new chapter on mixed methods research, among other changes.'

© 2011 Book News Inc.

About the Author

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.

Product details

• Publisher ‏ : ‎ Routledge; 2nd edition (October 14, 2010)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 412 pages
• ISBN-10 ‏ : ‎ 0415471184
• ISBN-13 ‏ : ‎ 978-0415471183
• Item Weight ‏ : ‎ 1.4 pounds
• Dimensions ‏ : ‎ 6.14 x 0.93 x 9.21 inches
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