Qualitative research methods in public relations and marketing communications

The nature and usefulness of qualitative research for public relations and marketing communications

Selecting a topic and relating to your supervisor

Reviewing the literature & writing the research proposal

Ethical issues and access to participants

Ensuring the quality of research

Choosing between different types of research

Case studies

Grounded theory

Ethnography

Discourse and critical discourse analysis

Phenomenology

Additional approaches : 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.