Integrating qualitative and quantitative theoretical perspectives in applied advertising research

Beth Mott-Stenerson

Journal of Business Research, 2008, vol. 61, issue 5, 431-433

Abstract: This review synthesizes the qualitative theoretical framework employed in Kennedy and McGarvey (in this issue), and posits a research paradigm to integrate and balance both qualitative and quantitative ("Q-Q") methods in study design using "parallel perspective analysis" as shown in Table 1. Integrating both research perspectives enabled Kennedy and McGarvey to construct a phenomenological "story" of human movement in pet-related consumption attitudes and behavior during the last century, while maintaining a high level of empirical rigor. The method for quantifying a Q-Q research study can be used to develop future balanced research by scholars and practitioners concerned with capturing contextual phenomena in empirically rigorous consumer research.

Date: 2008
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:61:y:2008:i:5:p:431-433

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