- 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
Introduction
Key Figure Interviews
Key figure interviews
Key figure interviews offer a qualitative research technique that seeks to elicit the knowledge, beliefs or attitudes of important individuals in a particular field. They are a common and often appealing approach to communications research, but are not without their drawbacks.
There are three basic types of interview:
- Structured – in which a predetermined set of questions is posed in a set order.
- Semi-structured – in which there are some predetermined questions but there is flexibility to tailor the delivery to respondents’ answers, and to add themes that were perhaps initially not anticipated.
- Unstructured – in which the role of the interviewer is minimal, simply opening up the topic of debate to the respondent and allowing the exchange to flow freely.
In the first two ...
