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

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

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

Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and eval