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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 ...

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 perspectiveKey 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.

The first to focus solely upon qualitative research in tourism, this book combines discussions of the philosophies underpinning qualitative research, with reflexive chapters that demonstrate how these techniques can be used.Incorporating a range of case studies written by leading international ...

The first to focus solely upon qualitative research in tourism, this book combines discussions of the philosophies underpinning qualitative research, with reflexive chapters that demonstrate how these techniques can be used.Incorporating a range of case studies written by leading international scholars, this book makes clear the ways in which these pieces of research have been informed by the authors' epistemological, ontological and methodological standpoint. Based on a range of empirical tourism studies set in the context of theoretical discussion, it demonstrates the benefits of using a range of qualitative approaches to research tourism, exploring the ways in which a number of techniques, including participants observation, memory work, biographical diaries, focus groups and visual exercises, have been adopted by researchers from a range of disciplinary backgrounds to undertake empirical research in tourism.An indispensable text for final year undergraduates, Masters and PhD students embarking on research in the field, it also will be a valuable title for academics with an interest in either tourism research or qualitative methodology. Linking theory with research practice, it offers a holistic account of qualitative research in tourism.

Qualitative research is a key form of research in education; the findings of such projects frequently play a central role in shaping policy and practice. First time qualitative researchers require clear and practical guidance from the outset. However, given the diversity of both subject matter and ...

Qualitative research is a key form of research in education; the findings of such projects frequently play a central role in shaping policy and practice. First time qualitative researchers require clear and practical guidance from the outset. However, given the diversity of both subject matter and methodological approaches encompassed by qualitative research, such guidance is not always easily come by. Qualitative Educational Research in Action: Doing and Reflecting is a collection of ten first-hand accounts by educational researchers of qualitative inquiries they carried out. The subjects are diverse, taking in school restructuring, policy analysis, critical literacy, phenomenology and the student teacher relationship. Each chapter outlines the research question investigated and provides an overview of the project's findings, before going on to describe how each researcher approached the challenges of their particular inquiry. The researchers reflect upon the unexpected turns qualitative research can take and the way such projects can move through different theoretical and methodological positions, often ending up significantly removed from the original premise, but all the more valuable for that. Anyone conducting qualitative research in education will be heartened and inspired by this collection, and will also find in it invaluable guidance on dealing effectively with the idiosyncrasies and pitfalls of qualitative research - guidance that is all the more valuable for coming from those who have themselves navigated similar difficulties.