Qualitative Research Methods in Public Relations and Marketing Communications

Citation

Khoo‐Lattimore, C.S.C. (2012), "Qualitative Research Methods in Public Relations and Marketing Communications", Managing Service Quality: An International Journal, Vol. 22 No. 1, pp. 98-100. https://doi.org/10.1108/09604521211198137

This book is set out to provide a platform for students to understand and appreciate the relevance of qualitative research. As explained in the preface, the authors' goal was to make a contribution towards highlighting the significance of qualitative methods for the discipline of public relations and marketing communications. Christine Daymon and Immy Holloway have fulfilled their objective, and more. The book is in its second edition, nine years after their first. It consists of five parts, and 21 chapters within them. Part One is concerned with “Getting Started” and covers practical issues like “the usefulness of qualitative research” and “selecting a topic”. Like many books of this nature, Chapter One discusses the philosophies that underpin qualitative research. However, credit must be given to the authors for providing a detailed step‐by‐step guide to writing the research proposal. Part Two consists of seven chapters that deal with seven research approaches, namely case studies, grounded theory, ethnography, discourse analysis, phenomenology, historical research and action research. Many of these chapters (whenever possible) contains an introduction section followed by background to the approach and best of all, an exact guideline on how to go about collecting the data when adopting the approach. Part Three then discusses data collection in five chapters, covering sampling methods, interviews, focus groups, observation, and written, visual and multi‐media materials. Part Four covers data interpretation and analysis, as well as how to write the research report. In the last two chapters of the book, Part Five tackles issues surrounding the mixed methods approach.

However, this is not a book one has to read page‐by‐page, chapter‐by‐chapter, or even part‐by‐part. One can choose individual chapters to read. For example, to find out specifically about focus groups, one can go straight to part three, Chapter Fifteen. The 15 pages in this chapter are packed with good, essential information for any undergraduate or master's student. However, a Lecturer or Tutor needing to prepare a two‐hour class discussing focus group as a data collection method will also find this chapter helpful. Furthermore, the authors should be commended for taking care to discuss ethical issues and limitations to each of the approaches and methods presented – this is not the case for many books of such nature aimed at undergraduates. In this respect, the authors have set a standard that is not customary for undergraduates and even masters' students. If this is a benchmark that lecturers at wider tertiary institutions want to aim for, the first five pages in Chapter Four contains concise yet undemanding reading materials. Six ethical dilemmas were presented for student discussion and answers to all six dilemmas were explained.

At first glance, this book as suggested by the title, seems to cater specifically for those in the field of advertising, communication, marketing and public relations. On further reading however, one finds that the authors have actually laid out some basic principles of research that those outside the specified fields may also find helpful. In addition, although the authors themselves admittedly wrote it especially for undergraduates and masters students, this book is still great as a stepping stone into qualitative research – I have personally used bits and pieces of it in conducting one of my qualitative research workshops for junior researchers. I can also see how parts one and four of the book can be used to design a hands‐on academic writing workshop. If time allows, a companion book can be produced and used alongside this book as the main text and together, they will be more than adequate for a semester course on qualitative research methods.

I also particularly like Chapter Nineteen where the authors provide a comprehensive “hold‐you‐by‐the‐hand” guide to writing the research report. The authors provide everything a student may need, from the report structure to the introduction; literature review; methodology including sample and setting; data collection; data analysis; findings; discussion and conclusion. If these are not enough, they even throw in sample write‐ups of each of these sections. The only missing component here is a discussion on grammar, in particular, what tense should be used in each of the section in the report ‐ for example, if the literature review should be written in simple present, present perfect or past tense. This is one question that students repeatedly ask and grapple with, particularly amongst international students.

This book makes extensive use of boxed annotations and observations, with many chapters peppered with “Helpful Hints” and “Key Points”. Less creatively handled, this mode of presentation exemplifies statements by “dumbing” down, and can often deter readers from making their own associations. Some of the boxed commentaries however are used well, particularly those that include student voices and their experiences with conducting research. For example, in page 151, the authors feature a personal correspondence from a doctoral student on what he has learnt when conducting an ethnographic study – this in itself will help to relate to student readers better.

If there is any more criticism, I feel that the book would benefit from the inclusion of photos and images. Academic handbooks and text books in general have long been less imaginative in terms of design and covers and this book is no exception – the cover neither attracts attention nor describes the book and the content would benefit from some pictures. In addition, the example given for coding would have benefitted from including not just a transcript from focus group interviews but also other forms of methods. The exact procedure for coding newspaper articles or reviews from websites for example, would be most helpful. Nevertheless, this second edition will provide valuable guide and understanding for any undergraduates (not just those in marketing and public relations). It will also offer an informative introduction for postgraduates and novice researchers for foundational understanding of qualitative research methods. Finally, any academic staff member may find this book handy when designing a course on qualitative methods. All in all, the authors have done more than what they have set out to do.

A About the reviewer

Catheryn S.C. Khoo‐Lattimore is an Associate Professor at Taylor's University and investigates issues relating to consumer and tourist behaviour, and subsequently tourism marketing.