IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Qualitative Communication Research Methods and Techniques

Qualitative Communication Research Methods and Techniques
View Sample PDF
Author(s): Androniki Kavoura (Technological Educational Institute of Athens, Greece)and Peter Tomaras (Technological Educational Institute of Athens, Greece)
Copyright: 2015
Pages: 16
Source title: Market Research Methodologies: Multi-Method and Qualitative Approaches
Source Author(s)/Editor(s): Amandeep Takhar-Lail (University of Bedfordshire, UK)and Ali Ghorbani (Payame Noor University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch010

Purchase

View Qualitative Communication Research Methods and Techniques on the publisher's website for pricing and purchasing information.

Abstract

This chapter examines the multi-method research design of qualitative communication research methodology associated with a case study from Greece for the European Youth Card (EYCA) for people under 30 years old. The data gathering technique included group interviews with focus groups and consumers' online communication, namely Facebook, the most important social medium that the EYCA uses. The interpretative phenomenological methodological approach and content analysis for Greek speaking people took place for a well-defined period of 4 years after the initiation of the EYCA in Greece and the creation of its Facebook profile. The research methods and tools were also used for the analysis of the EYCA's official website and its printed promotional material. Triangulation of research results and issues of validity and reliability are discussed. These data may lead to communication that can provide valuable information to the enterprises that will then have an in-depth knowledge of customers for advertising and marketing.

Related Content

Tutita M. Casa, Fabiana Cardetti, Madelyn W. Colonnese. © 2024. 14 pages.
R. Alex Smith, Madeline Day Price, Tessa L. Arsenault, Sarah R. Powell, Erin Smith, Michael Hebert. © 2024. 19 pages.
Marta T. Magiera, Mohammad Al-younes. © 2024. 27 pages.
Christopher Dennis Nazelli, S. Asli Özgün-Koca, Deborah Zopf. © 2024. 31 pages.
Ethan P. Smith. © 2024. 22 pages.
James P. Bywater, Sarah Lilly, Jennifer L. Chiu. © 2024. 20 pages.
Ian Jones, Jodie Hunter. © 2024. 20 pages.
Body Bottom