Qualitative approaches to life course research: Linking life story to gift giving

Yuko Minowa and Russell W. Belk

Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 1, 60-75

Abstract: This paper presents qualitative approaches to life course research and elucidates the benefits with data. While marketing research in general has gradually embraced the interpretive paradigm, the field of life course study in marketing has not widely enriched, fortified, or complemented their quantitative investigations with interpretive studies. Thus, this paper presents qualitative methods suitable for life course research. The paper reviews recent life course studies that employ qualitative methods. Data collection, analysis, and interpretation methods are addressed. Both benefits and limitations of the qualitative methods are discussed. We demonstrate how to apply and use the qualitative data to study life course issues and topics. As an illustration, we link a qualitative study of the gift giving of mature consumers in Japan to Moschis’ Conceptual Life Course Model and discuss the paradigmatic principles of life course theory. The paper concludes with opportunities for future research.

Date: 2020
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DOI: 10.1080/21639159.2019.1613905

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