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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition by Don W. Stacks, David Michaelson

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Chapter 6

Qualitative Research Methodologies

Research can take place in 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 “research that seeks in-depth understanding of particular cases and issues, rather than generalizable statistical information, through probing, open-ended methods such as depth interviews, focus groups and ethnographic observation” ...

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