Abstract
Qualitative research is a way to analyze situations of consumer behavior. Usually, the goal is to capture richness of detail, complexity, and a sense of the wholeness of the phenomena of interest. Unlike the common conduct of laboratory experiment studies that observe a single variable or the interaction of two or a few variables, through the use of qualitative approaches one may study the subtleties of language, explore contradictions, generate hypotheses, and clothe statistical findings. Under the heading, Intègraphy, this paper describes three studies that show how information and insight may be derived from such fuller, richer inquiries. The studies highlight the necessary role of introspection.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1073-1077 |
| Number of pages | 5 |
| Journal | Journal of Business Research |
| Volume | 65 |
| Issue number | 7 |
| DOIs | |
| State | Published - Jul 2012 |
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Keywords
- Complexity
- Integration
- Introspection
- Qualitative consumer research methods
ASJC Scopus subject areas
- Marketing
Cite this
Intègraphy : A multi-method approach to situational analysis. / Levy, Sidney J; Kellstadt, Charles H.
In: Journal of Business Research, Vol. 65, No. 7, 07.2012, p. 1073-1077.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Intègraphy
T2 - A multi-method approach to situational analysis
AU - Levy, Sidney J
AU - Kellstadt, Charles H.
PY - 2012/7
Y1 - 2012/7
N2 - Qualitative research is a way to analyze situations of consumer behavior. Usually, the goal is to capture richness of detail, complexity, and a sense of the wholeness of the phenomena of interest. Unlike the common conduct of laboratory experiment studies that observe a single variable or the interaction of two or a few variables, through the use of qualitative approaches one may study the subtleties of language, explore contradictions, generate hypotheses, and clothe statistical findings. Under the heading, Intègraphy, this paper describes three studies that show how information and insight may be derived from such fuller, richer inquiries. The studies highlight the necessary role of introspection.
AB - Qualitative research is a way to analyze situations of consumer behavior. Usually, the goal is to capture richness of detail, complexity, and a sense of the wholeness of the phenomena of interest. Unlike the common conduct of laboratory experiment studies that observe a single variable or the interaction of two or a few variables, through the use of qualitative approaches one may study the subtleties of language, explore contradictions, generate hypotheses, and clothe statistical findings. Under the heading, Intègraphy, this paper describes three studies that show how information and insight may be derived from such fuller, richer inquiries. The studies highlight the necessary role of introspection.
KW - Complexity
KW - Integration
KW - Introspection
KW - Qualitative consumer research methods
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UR - http://www.scopus.com/inward/citedby.url?scp=84861577918&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2011.02.012
DO - 10.1016/j.jbusres.2011.02.012
M3 - Article
AN - SCOPUS:84861577918
VL - 65
SP - 1073
EP - 1077
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 7
ER -