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Qualitative Communication Research Methods and Techniques

Qualitative Communication Research Methods and Techniques

Androniki Kavoura, Peter Tomaras
Copyright: © 2015 |Pages: 16
ISBN13: 9781466663718|ISBN10: 1466663715|EISBN13: 9781466663725
DOI: 10.4018/978-1-4666-6371-8.ch010
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MLA

Kavoura, Androniki, and Peter Tomaras. "Qualitative Communication Research Methods and Techniques." Market Research Methodologies: Multi-Method and Qualitative Approaches, edited by Amandeep Takhar-Lail and Ali Ghorbani, IGI Global, 2015, pp. 156-171. https://doi.org/10.4018/978-1-4666-6371-8.ch010

APA

Kavoura, A. & Tomaras, P. (2015). Qualitative Communication Research Methods and Techniques. In A. Takhar-Lail & A. Ghorbani (Eds.), Market Research Methodologies: Multi-Method and Qualitative Approaches (pp. 156-171). IGI Global. https://doi.org/10.4018/978-1-4666-6371-8.ch010

Chicago

Kavoura, Androniki, and Peter Tomaras. "Qualitative Communication Research Methods and Techniques." In Market Research Methodologies: Multi-Method and Qualitative Approaches, edited by Amandeep Takhar-Lail and Ali Ghorbani, 156-171. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-6371-8.ch010

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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.

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