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Literature review and qualitative analysis

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  1. Literature review.
    1. Definition of literature review.
    2. Introduction: Tells what this story is going to be about.
    3. Body: Main text tells a the story.
    4. Conclusion: Sums it up.
  2. Interviewing.
    1. Qualitative approaches to public relations and marketing communications.
    2. Key features of interviews.
    3. Different types of interviews.
  3. Unstructured, non-standardized interviews.
  4. Semi-structured interviews.
  5. Focus groups.
  6. References.

When doing my project, I will first have to gather information about the chosen topic from different resources. Books, articles, periodic literature, Internet, university publications will all together define my knowledge about the topic and give an idea of the previous research that has been done and new areas that have not been investigated yet. Through the literature review, I will be able to incorporate the knowledge of an existing research and to develop the idea of my own topic. This method of research will not contribute to a new knowledge about my topic, but is the beginning of research that helps to shape the measures of the existing research and think of ideas and possible solutions that will be anticipated in my further investigation. Generally, literature review can be defined as ??the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.?

[...] poor quality Provides guidance as to how dependable the available evidence is in relation to the area of proposed change.[2] Anther advantage of literature review is that by investigating the similarities and differences between groups of studies it is possible to see inconsistencies in different studies, see varying results and as a result to get an insight into the reasons for inconsistencies. These might then be controlled in a new study, or be taken into account in interpreting the findings. [...]


[...] (2000) Internet Communication and Qualitative Research: A Handbook for Researching Online. London: Sage Riessman, C.K. (1993) Narrative Analysis. Newbury Park, CA: Sage Rowley, J. and Slack, F. (2004), ?Conducting a Literature Review', Management Research News pp. 31-39 Alvesson, M. and Sköldberg, K. (2000) Reflexive Methodology: New Vistas for Qualitative Research. London: Sage. Fink Arlene: Conducting research literature reviews: from paper to the internet: Sage:1998: ISBN Rowley, J. and Slack, F. (2004), ?Conducting a Literature Review', Management Research News pp. 31-39 http://www.nestafuturelab.org/research/reviews/psi01.htm Bryman, A. [...]


[...] They also have the potential for quicker analysis because group discussions can be immediately recorded into a file and printed out, producing an instant transcript, or loaded directly into a content analysis programme[10].In many cases, focus groups are used together with quantitative methods. For example, they are capable of generating findings that are then applied to the construction of a questionnaire. They also have the potential to obtain in-depth data at the end of a survey. Whether focus groups are used alone or together with other methods, the evidence gained is normally analysed by qualitative methods. [...]

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