In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation.

This fully updated fourth edition provides students and researchers with the tools they need to perform critically engaged, theoretically informed research using methods that include interviewing, focus groups, historical research, oral histories, textual analysis, ethnography and participant observation, and digital ethnography and netnography. Each chapter features step-by-step instructions that integrate theory with practice, as well as a case study drawn from published research demonstrating best practices for media scholars. Readers will also find in-depth discussions of the challenges and ethical issues that may confront researchers using a qualitative approach. With new case studies and examples throughout, this fourth edition also includes updated and expanded material on performing data analysis, how to analyze and understand research findings, performing social media research, and the use of big data and Artificial Intelligence (A.I.). This includes a brand-new chapter on generative A.I., which examines recent advancements and technological developments, and considers ways qualitative researchers can use it for their research. A comprehensive and accessible guide for those hoping to explore this rich vein of research methodology, this book provides students and scholars with all the tools they need to be able to work with in today’s convergent media environment.

The last two decades have witnessed a proliferation of qualitative research in sport and exercise. The Routledge Handbook of Qualitative Research in Sport and Exercise is the first book to offer an in-depth survey of established and emerging qualitative methods, from conceptual first principles to practice and process. Written and edited by a team of world-leading researchers, and some of the best emerging talents, the book introduces a range of research traditions within which qualitative researchers work. It explores the different methods used to collect and analyse data, offering rationales for why each method might be chosen and guidance on how to employ each technique successfully. It also introduces important contemporary debates and goes further than any other book in exploring new methods, concepts, and future directions, such as sensory research, digital research, visual methods, and how qualitative research can generate impact. Cutting-edge, timely and comprehensive, the Routledge Handbook of Qualitative Research in Sport and Exercise is an essential reference for any student or scholar using qualitative methods in sport and exercise-related research.

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.

Qualitative Methods in Media and Communication offers a learning-centered guide to designing, conducting, and evaluating qualitative communication and media research methods. Drawing upon years of teaching qualitative research methods, Sandra L. Faulkner and Joshua D. Atkinson introduce and unpack qualitative communication research method design, analysis, representation, writing, and evaluation using extended examples and clear discussion. The authors use key terms, extended examples, discussion questions, student-tested writing and research activities, examples of student work and questions, and suggested resources to help readers design, do, and analyze qualitative research. As a textbook, its pedagogical goals for the student include: (1) becoming a critical reader of research studies by understanding the epistemologies and methodological assumptions used by researchers, (2) learning the various methods, strategies, and approaches for doing qualitative research, (3) developing a strong basic vocabulary and understanding of concepts relating to qualitative and humanistic research methods, (4) understanding special concerns related to particular research methods, and (5) designing, executing, and representing original qualitative research projects. With numerous elements intended to engage students and enrich the learning process, the book provides examples of how to do qualitative and critical analyses, including arts-based and media and textual analyses to understand, describe, and query communication and media research in a variety of communication areas. There is also an extensive discussion of ethics in qualitative research and spotlights with renowned researchers on hot topics in qualitative research.

The SAGE Handbook of Social Media Research Methods spans the entire research process, from data collection to analysis and interpretation. This second edition has been comprehensively updated and expanded, from 39 to 49 chapters. In addition to a new section of chapters focussing on ethics, privacy and the politics of social media data, the new edition provides broader coverage of topics such as: Data sources Scraping and spidering data Locative data, video data and linked data Platform-specific analysis Analytical tools Critical social media analysis Written by leading scholars from across the globe, the chapters provide a mix of theoretical and applied assessments of topics, and include a range of new case studies and data sets that exemplify the methodological approaches. This Handbook is an essential resource for any researcher or postgraduate student embarking on a social media research project. PART 1: Conceptualising and Designing Social Media Research PART 2: Collecting Data PART 3: Qualitative Approaches to Social Media Data PART 4: Quantitative Approaches to Social Media Data PART 5: Diverse Approaches to Social Media Data PART 6: Research & Analytical Tools PART 7: Social Media Platforms PART 8: Privacy, Ethics and Inequalities

In order to prepare a successful research project, a qualitative researcher often must consult media documents of various types. Authors David L. Altheide and Christopher J. Schneider show readers how to obtain, categorize, and analyze these different media documents in this entry in the Qualitative Research Methods series. They look at traditional primary documents such as newspapers and magazines but also at more recent forms--television newscasts and cyberspace. The use of student examples of research protocols makes this book a useful primer in deriving meaning from the bombardment of media documents a qualitative researcher faces.

. . . the Handbook of Qualitative Research Methods in Entrepreneurship is an important contribution to the field, and should be referenced in any paper using qualitative methodologies to investigate the entrepreneurial phenomenon. Craig S. Galbraith, Journal of Enterprising Communities There is no hiding behind the ramparts of dry scholarship here. The credibility of the theory being spoken of is not the stuff of constructed proofs, but alignments of critical insight and utility. This is where qualitative work can make a difference to the field, and where this book makes its mark. Robin Holt, International Journal of Entrepreneurial Behaviour and Research The Handbook of Qualitative Research Methods in Entrepreneurship is an unusually solid and multifaceted book on what qualitative methods have done, are doing and will do in entrepreneurship research. Every serious entrepreneurship scholar should read it. It points at the future! Björn Bjerke, University of Kalmar, Sweden I would warmly recommend this unique collection of qualitative methods of entrepreneurship research to both mature and beginning researchers as a menu to choose from for their planned empirical studies. For those who try to get away from only quantitative studies in both business practice and academic research, this book is their chance to find a rich inspiration in reflecting on entrepreneurship as a lived experience using grounded theory and ethnographic, discourse and narrative approaches. It might convince editors of top journals of entrepreneurship research to welcome qualitative research submissions as an indispensable complement to quantitative only submissions. This domain is not physics. In bringing together such a variety of experts from so many nationalities in this Handbook, our Danish colleagues are making entrepreneurship research a realistic global venture. Jan Ulijn, Eindhoven University of Technology, The Netherlands Helle Neergaard and John Parm Ulhøi have compiled a remarkable collection of work that both represents the range of methods and demonstrates the depth of insight that can be achieved through qualitative approaches. This book is not simply a handbook of qualitative research methods, though it well achieves this aim, it is also an important contribution towards the field of entrepreneurship research. From the Foreword by Sara Carter This expansive and practical Handbook introduces the methods currently used to increase the understanding of the usefulness and versatility of a systematic approach to qualitative research in entrepreneurship. It fills a crucial gap in the literature on entrepreneurship theory, and, just as importantly, illustrates how these principles and techniques can be appropriately and fruitfully employed. The Handbook is underpinned by the belief that qualitative research has the potential to charter hitherto unexplored waters in the field of entrepreneurship and thus contribute significantly to its further advancement. The contributors seek to assist entrepreneurship researchers in making more informed choices and designing more rigorous and sophisticated studies. They achieve this by providing concrete examples of research experiences and tangible how to advice. By clarifying what these research methods entail, how they are currently being used and how they can be evaluated, this Handbook constitutes a comprehensive and highly accessible methodological toolbox. Dealing with both well-accepted qualitative approaches and lesser-known, rarer and more novel approaches to the study of entrepreneurship, this Handbook will be invaluable to those studying, researching and teaching entrepreneurship.

The definitive guide to the full qualitative research process, from design to dissemination, this is everything you need to understand how good quality research is produced, and how to use and enrich your own work with it. New to this edition: - A new structure follows the research process step-by-step - Brand new chapter on digital methods and social media data explores cutting-edge research - Multi-disciplinary case studies give you real research examples whatever your subject - Focused reading exercises help you explore the literature and build a better bibliography - Integrated online resources, to master the key concepts, discover real research and track your progress An Introduction to Qualitative Research has everything a social science student needs to understand and explore the richness of qualitative research.