*Outlines research techniques: case studies, grounded theory, ethnography, action research, and Delphi technique *Considers methods of data collection: interviews and focus groups, procedures such as projective techniques and critical incident technique, observation and online *Includes sampling and strategies for data analysis, including computer analysis *Appraises issues such as generalisability, reliability and validity from a qualitative perspective This is a practical guide for novice researchers interested in conducting qualitative research in public relations and marketing communications. It takes 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. Key points are illustrated 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 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 perspective Key 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.