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.