Qualitative Communication Research Methods and Techniques

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.