A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides t

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing ab

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the u

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron