ABSTRACT
This chapter addresses the distinctiveness of qualitative research and the benefits it holds for exploring contemporary and historical issues in public relations and marketing communications. The chapter covers:
• ways of thinking about research, including how the researcher’s worldview determines the type of knowledge that is generated;
• the characteristics of qualitative research and how these compare with those of quantitative research;
• the value and complementarity of both qualitative and quantitative types of thinking;
• suggested topics for studies involving qualitative research.
