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This is a practical and highly accessible guide for novice researchers interested in conducting qualitative research in public relations and marketing communications. The authors take readers through each stage of the research process, from choosing a research topic and writing the proposal, through to selecting methods for data collection, and analysing and writing the research report. They illustrate key points with examples from advertising, marketing, media relations, promotions, employee communications, public affairs, and other forms of managed communication. Key features are: *theoretical background and practical guidelines *hints for using the internet *tips for overcoming problems and difficulties *comprehensive references *many useful examples, boxed features, summaries, and overviews *illustrations from international contexts. Qualitative Research Methods in Public Relations and Marketing Communications will be an indispensable resource for undergraduate and postgraduate students studying the topic in taught courses or undertaking dissertation research. Many chapters will also be useful for practitioners in the field who intend to carry out research in their own settings. Case studies, grounded theory, ethnography, action research, and the Delphi technique are some of the research approaches that are outlined. Interviews and focus groups, procedures such as projective techniques and critical incident technique, observation and online methods are among the methods of data collection that are considered. Sampling and strategies for data analysis, including computer analysis, are also included. Issues such as generalisability, reliability and validity are appraised from a qualitative perspective.

Introducing Qualitative Research in Psychology is a vital resource for students new to qualitative psychology. It explains when each qualitative research method should be used, the procedures and techniques involved, and any limitations associated with such research. Throughout the new edition, material has been re-organized and updated to reflect developments in the field, while Carla Willig's style of writing, popular with students and lecturers alike, remains unchanged.Key features of the new edition include: •Two new chapters, one on metasynthesis and one on pluralism in qualitative research •A broadening the Visual Methodologies chapter to include other non-linguistic methods of data collection that engage with the physical environment, such as the walking interview and object elicitation•Information and analysis on innovative dissemination methods such as performances and exhibitions•Expanded coverage of the core question, “What makes qualitative research ‘research’?”, including clear explanations of the key tenets of the scientific method •'But it's not as simple as all that' boxes at the end of each chapter, where more complex issues, theoretical critiques and conceptual challenges are raised.This title is supported by an Online Learning Centre, which includes an array of extra resources for both students and instructors.“This book is a vital resource and a valuable reference, both for those new to research and for those looking to further develop their skills and knowledge of qualitative research in psychology.”Nollaig Frost, Adjunct Professor, School of Applied Psychology, University College Cork, Ireland“This exceptionally well-written text deserves a place in every psychology researcher’s toolkit, regardless of their career stage.”Benjamin Gardner, Reader in Social Psychology, King’s College London, UK“Readers of this text will find it to be accessible and comprehensive. It will enable many people to become confident in conducting their own qualitative research.” Alex Bridger, Senior Lecturer in Critical Social Psychology, University of Huddersfield, UKCarla Willig is Professor of Psychology at City, University of London, UK. She is the author of numerous bestselling books for Psychology students and is widely admired for her friendly, practical approach to writing and to teaching.

First published Open Access under a Creative Commons license as What is Qualitative Longitudinal Research? , this title is now also available as part of the Bloomsbury Research Methods series. This volume offers a new introduction to an evolving research method in the social sciences. Qualitative Longitudinal (QL) research is conducted through time. In its qualitative dimensions it opens up the potential to ‘think dynamically’ in creative, flexible and innovative ways. QL enquiry is rooted in a long-established tradition of qualitative temporal research, spanning the fields of social anthropology, sociological re-studies and biographical research. But over the past two decades, a growing body of scholarship has begun to document this approach and explore its theoretical underpinnings. This in turn has fuelled a growing interest in and rapid uptake of QL methodology across the disciplines and in international context. This practical volume will be a first port of call for students and researchers wishing to use QL research in their own projects. The chapters follow a logical development, from conceptual and methodological foundations, to research practice and ethics, to the generation and analysis of data. Each chapter offers practical examples drawn from the research field to illustrate key themes and the rich possibilities for new applications.

Engaging and accessible, this book offers students a complete guide to using NVivo for qualitative data analysis. Drawing on their wealth of expertise, the authors offer detailed, practical advice that relates to students' own experience and research projects. Packed with real-world examples and case studies, the book supports students through every stage of qualitative data analysis. The Third Edition: Contains fully integrated instructions for using NVivo on both Mac and PC, with screenshots and click-by-click guidance. Seamlessly interweaves theory and practice in easy-to-follow steps. Empowers students to develop their critical thinking. Accompanied by video tutorials for both Mac and PC, web links and a host of other helpful online resources, this step-by-step book removes students' anxiety about tackling data analysis. Whether for advanced researchers or those approaching the task for the first time, this clear, yet comprehensive guide is the perfect companion for anyone doing qualitative data analysis with NVivo.

A who's who of methodologists, this book introduces students to the big picture of qualitative research, teaching both the 'why' and the 'how to' of getting started, selecting a method and conducting research and data analysis. With practical tips, summaries, exercises and further reading, each chapter is like a masterclass from a leading scholar in qualitative research. New to the fourth edition: A streamlined structure to guide readers step-by-step through the research process Substantial new section with 4 chapters on how to collect and analyse online data A new chapter on reflexive ethnography More hands-on advice on how to conduct research at every stage, making this a perfect field handbook Updated reading lists provide a go-to guide to the literature and help improve citations The most comprehensive qualitative research book available, this is the perfect all-in-one companion for any student embarking on a qualitative research course or project.

`Wengraf provides a comprehensive theoretical and practical guide to the planning, conduct, and interpretative analysis of data by semi-structured interviewing methods. Forthright and frank in his comments about the limitations and practical implications of varying choices which investigators have to make in designing their research projects. Reading this text is like having a tough but expert and caring mentor who wants you to do the best research possible, but will not hesitate to tell you when your ideology and assumptions skew that possibility′ - Vincent W Hevern, Le Moyne College, USA Unique in its conceptual coherence and the level of practical detail, this book provides a comprehensive resource for those concerned with the practice of semi-structured interviewing, the most commonly used interview approach in social research, and in particular for in-depth, biographic narrative interviewing. It covers the full range of practices from the identification of topics through to strategies for writing up research findings in diverse ways.

Qualitative Research in Nursing and Healthcare Discover how to conduct qualitative nursing research with confidence Co-authored by experienced researchers, Qualitative Research in Nursing and Healthcare offers practical and applied examples for those who carry out qualitative research in the healthcare arena. With clear explanations of abstract ideas and practical procedures, this updated edition incorporates recent examples in nursing research and developments in the qualitative field, providing readers with the latest approaches and techniques for gaining insight into people’s attitudes, behaviours, value systems, concerns, motivations, aspirations, culture and lifestyles. From ethnographies to action research, readers will find explorations of data collection, sampling and analysis, including discussions of: Interviewing and participant observation, strategies, and procedures Trustworthiness and validity, and ensuring the credibility of qualitative research A variety of approaches in qualitative research, such as grounded theory, phenomenology and narrative inquiry Whether you’re a postgraduate nursing student, a third-year nursing student on a pre-registration nursing programme, or a qualified nursing and healthcare staff member, Qualitative Research in Nursing and Healthcare is the perfect resource to help you conduct meaningful research with confidence.

Are you working with qualitative data but unsure how to approach your analysis? This hands-on guide to qualitative content analysis from two internationally renowned experts provides you with a clear strategy for analysing your data, whether you are working with social media content, field notes, images, narratives or focus group data. Using qualitative interviews as an example, the book provides a clear structure for approaching your analysis that can be adapted for your research project. Explaining how qualitative content analysis differs from quantitative methods, the book provides you with: •a solid understanding of the principles behind QCA •a step-by-step guide to three types of QCA •guidance on how you can use software to enhance your analysis.

The bestselling guide to qualitative research, updated and expanded Qualitative Research is the essential guide to understanding, designing, conducting, and presenting a qualitative research study. This fourth edition features new material covering mixed methods, action research, arts-based research, online data sources, and the latest in data analysis, including data analysis software packages as well as narrative and poetic analysis strategies. A new section offers multiple ways of presenting qualitative research findings. The reader-friendly, jargon-free style makes this book accessible to both novice and experienced researchers, emphasizing the role of a theoretical framework in designing a study while providing practical guidance. Qualitative research reaches beyond the what, where, and when of quantitative analysis to investigate the why and how behind human behavior and the reasons that govern such behavior, but this presents a number of significant challenges. This guide is an invaluable reference for students and practitioners alike, providing the deep understanding that this sometimes difficult area of research requires to produce accurate results. The book contains a step-by-step guide to analyzing qualitative data and an addendum for graduate students with a template for a thesis, dissertation, or grant application. Build a strong foundation in qualitative research theory and application Design and implement effective qualitative research studies Communicate findings more successfully with clear presentation Explore data sources, data analysis tools, and the different types of research

Das Buch stellt mit der »Qualitativen Inhaltsanalyse« eine der am häufigsten angewandten qualitativ orientierten Auswertungsmethoden vor - als theorie- und regelgeleitete Analyse sprachlichen Materials. Ausgehend von den drei Grundformen Zusammenfassung, Explikation und Strukturierung werden einzelne Techniken durch Ablaufmodelle und Interpretationsregeln beschrieben und am Beispiel veranschaulicht. Die Qualitative Inhaltsanalyse ist für Studierende von Pädagogik, Psychologie und Soziologie unverzichtbar, wird aber auch in der Kommunikations-, Literatur- und Kulturwissenschaft immer wichtiger. Das Buch wurde für die 13. Auflage komplett überarbeitet, ergänzt und aktualisiert. Zudem stellt es mit QCAmap erstmals eine Open-Access-Software für Qualitative Inhaltsanalyse vor, in der man Projekte anlegen und Dokumente hochladen kann.

Using in-depth qualitative interviews, authors Herbert J. Rubin and Irene S. Rubin have researched topics ranging from community redevelopment programs to the politics of budgeting and been energized by the depth, thoroughness, and credibility of what was revealed.They describe in-depth qualitative interviewing from beginning to end, from its underlying philosophy and assumptions to project design, analysis and write up. "This book is exactly what I was looking for in that it covers interviewing and analysis in depth." —Daphne John, Oberlin College " Students leave this book fully informed of the nuances and complexity of interviewing as well as excited about the promise interview research findings offer ." — Hannah Britton, University of Kansas "The authors′ focus on the reflective process, question development, and procedural steps associated with qualitative research is rich and thorough." — Tracy M. Lara, Kent State University

The third edition of this best-selling text guides students and researchers through the process of doing qualitative research, clearly explaining how different theoretical approaches inform what you do in practice. The text bridges the gap between 'cookbook' and more abstract approaches to qualitative research, by posing 'difficult questions' that researchers should be asking themselves . The book invites researchers to engage in a creative and critical practice in how they draw insights, interpret a range of types of data and craft knowledge from qualitative research. Fully revised and updated, with three new chapters, this edition: * Covers the full research process, with new material on analysing and interpreting data and research ethics * Engages with exciting new developments in the field through challenging qualitative researchers to be creative with how they research and with what they find. * Examines the potential of qualitatively-led approaches to mixed methods, and their implications for research design, research practice and the production of convincing arguments. A theoretically engaged, grounded approach to qualitative researching, this remains the ideal text to guide students to become thoughtful, creative and effective qualitative researchers.

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

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.

This book is a 'survival guide' for students and researchers who would like to conduct a qualitative study with limited resources. Brinkmann shows how everyday life materials such as books, television, the internet, the media and everyday conversations and interactions can help us to understand larger social issues. As living human beings in cultural worlds, we are constantly surrounded by 'data' that call for analysis, and as we cope with the different situations and episodes of our lives, we are engaged in understanding and interpreting the world as a form of qualitative inquiry. The book helps its reader develop a disciplined and analytic awareness informed by theory, and shows how less can be more in qualitative research. Each chapter introduces theoretical tools to think with, and demonstrates how they can be put to use in working concretely with everyday life materials.

The need to show how and why counselling works has led to an explosion of research activity, and a growing focus on research in counselling and psychotherapy teaching and practice. Yet this book, even now in its second edition, stands alone in addressing qualitative research in therapy. Leading expert John McLeod helps readers through each stage of the research process, explaining techniques for gathering data, writing up the study and evaluating the findings. Each qualitative method is clearly described and critically assessed in terms of its own strengths and weaknesses. Examples from actual research studies are given to show how the methods work in practice. This new edition incorporates developments in qualititative research over the last ten years and includes eight new chapters, covering: - interpretative phenomenological analysis (IPA) - autoethnographic methods - action research - case study methods For all those involved in research - whether as part of academic study or in practice -this book will be essential reading. As an introduction to qualitative methods, it is the perfect course text for all training programmes in counselling, counselling psychology and psychotherapy, and will also be of interest to those who work in areas such as psychiatry, clinical psychology and mental health nursing, or who provide counselling in other professional areas such as teaching, nursing and social work. McLeod is Professor of Counselling, University of Abertay Dundee.

This book is a ′survival guide′ for students and researchers who would like to conduct a qualitative study with limited resources. Brinkmann shows how everyday life materials such as books, television, the internet, the media and everyday conversations and interactions can help us to understand larger social issues. As living human beings in cultural worlds, we are constantly surrounded by ′data′ that call for analysis, and as we cope with the different situations and episodes of our lives, we are engaged in understanding and interpreting the world as a form of qualitative inquiry. The book helps its reader develop a disciplined and analytic awareness informed by theory, and shows how less can be more in qualitative research. Each chapter introduces theoretical tools to think with, and demonstrates how they can be put to use in working concretely with everyday life materials.

Qualitative Research Methods is a comprehensive, all-inclusive resource for the theory and practice of qualitative/ethnographic research methodology. Serves as a how-to guide for qualitative/ethnographic research, detailing how to design a project, conduct interviews and focus groups, interpret and analyze data, and represent it in a compelling manner Demonstrates how qualitative data can be systematically utilized to address pressing personal, organizational, and social problems Written in an engaging style, with in-depth examples from the author s own practice Comprehensive companion website includes sample syllabi, lesson plans, a list of helpful website links, test bank and exam review materials, and exercises and worksheets, available upon publication at www.wiley.com/go/tracy

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.

QUALITATIVE RESEARCH METHODS THE DEFINITIVE STEP-BY-STEP RESOURCE FOR QUALITATIVE AND ETHNOGRAPHIC RESEARCH Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact is a comprehensive guide on both the theoretical foundations and practical application of qualitative methodology. Adopting a phronetic-iterative approach, this foundational book leads readers through the chronological progression of a qualitative research project, from designing a study and collecting and analyzing data to developing theories and effectively communicating the results–allowing readers to employ qualitative methods in their projects as they follow each chapter. Coverage of topics such as qualitative theories, ethics, sampling, interview techniques, qualitative quality, and advice on practical fieldwork provides clear and concise guidance on how to design and conduct sound research projects. Easy-to-follow instructions on iterative qualitative data analysis explain how to organize, code, interpret, make claims, and build theory. Throughout, the author offers her own backstage stories about fieldwork, analysis, drafting, writing, and publishing, revealing the emotional and humorous aspects of practicing qualitative methods. Now in its second edition, this thorough and informative text includes new and expanded material covering post-qualitative research, phenomenology, textual analysis and cultural studies, gaining access to elite and difficult to access populations, persuasive writing, novel interviewing approaches, and more. Numerous examples, case studies, activities, and discussion questions have been updated to reflect current research and ensure contemporary relevance. Written in an engaging and accessible narrative style by an acclaimed scholar and researcher Offers new and updated examples of coding and qualitative analysis, full-color photos and illustrations, and a companion instructor website Synthesizes the most up-to-date multidisciplinary literature on qualitative research methods including seven main approaches to qualitative inquiry: grounded theory, case study, ethnography and ethnography of communication, phenomenology, narrative inquiry and autoethnography, participatory action research, and creative, performative, and arts-based research Presents innovative qualitative data collection methods and modern representation strategies, such as virtual ethnography, photovoice, and mobile interviewing Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact is an ideal resource for undergraduate and graduate students, instructors, and faculty across multiple disciplines including the social sciences, healthcare, education, management, and the humanities, and for practitioners seeking expert guidance on practical qualitative methods.