By Christine Daymon
The character and value of qualitative learn for public relatives and advertising communications -- deciding upon an issue and with regards to your manager -- Reviewing the literature & writing the study thought -- moral concerns and entry -- making sure the standard of study -- selecting among sorts of examine -- Case reports -- Grounded concept -- Ethnography -- Discourse and important discourse research -- Phenomenology -- extra methods : historic examine and motion learn -- Sampling -- Interviews -- concentration teams -- commentary -- Written, visible, and multi-media fabrics -- examining and analyzing the knowledge -- Writing the record -- combined tools learn -- completing off
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Extra resources for Qualitative Research Methods in Public Relations and Marketing Communications, 2nd Edition
Looking in the different fields and seeing, say, what the public relations literature had to say about relationships and then maybe looking at it from a marketing perspective and just comparing and contrasting how they deal with those areas – so I guess that’s how I tackled it. (Catherine Archer, successful masters student) Carrying out the research The biggest challenge was the logistics of the interview process. I spoke to a number of journalists working in the area of youth news, which meant travelling three hours away.
I guess your supervisor helps you with that too because you narrow your research question. looking in the different fields and seeing, say, what the public relations literature had to say about relationships and then maybe looking at it from a marketing perspective and just comparing and contrasting how they deal with those areas – so I guess that’s how I tackled it. (Catherine Archer, successful masters student) Carrying out the research The biggest challenge was the logistics of the interview process.
Wolcott (2009: 95) uses the analogy of a zoom lens on a camera to identify a focus for research. By zooming in on one topic, you come progressively closer and are able to see in greater detail. By zooming out, you gain more breadth. In research, you apply the same concept as in photography. Taking the broad area of interest, you zoom in on a more manageable aspect of it. In the broad topic area, is there something missing from existing studies? With regard to the broad topic, is there some particular aspect that you are particularly concerned about?