• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Quantitative and Qualitative Methods
Quantitative and qualitative methods

Research methods fall broadly into one of two categories, each with their own advantages and disadvantages. The choice of method is principally determined by the research question and often researchers will use a combination of techniques (the so-called mixed method approach, or triangulation) to complete the picture.

Qualitative methods are usually in-depth and detailed explorations of attitudes, reasoning and conversational phenomena, such as focus groups or key figure interviews. They are often exploratory and produce rich and detailed data that can provide essential insight into areas where there is little existing knowledge. For this reason they are often utilised in inductive research designs (see methodology). The data they produce are however subject to the idiosyncrasies of the particular researcher, ...

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