Chapter 5
Qualitative Research Methodologies
Research can take a wide variety of forms, and each of these forms offers unique benefits that can be used to shape and evaluate public relations programs. One of the most basic forms of research is called qualitative research. For purposes of describing qualitative research, its applications, and its limitations, it is important to understand what qualitative research is.
The Dictionary of Public Relations Measurement and Research defines qualitative research as “studies that are somewhat to totally subjective, but nevertheless in-depth, using a probing, open ended, response format or reflects an ethno-methodological orientation.”1 Qualitative research differs substantially from quantitative research ...
Get A Practioner's Guide to Public Relations Research, Measurement and Evaluation now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
