Exploring the use of content analysis methodology in consumer research

May Kristin Vespestad and Anne Clancy

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: Content analysis is a viable way to thematise consumer experiences. The purpose of this review study is to examine the use of content analysis in consumer research (1977–2017). The authors explore how content analysis has been used. The reviewed studies address consumer experiences. The results show that qualitative content analysis is not used as a method in its own right; it is more often applied as a supplement to quantitative testing. There is also a lack of rigorous reporting of methodologies in many studies. The systematic review provides four propositions, content analysis studies: 1) vary in execution and reporting; 2) have a tendency towards methodological vagueness; 3) do not apply content analysis as a sole method; 4) are versatile. The study can also serve as point of departure for novice researchers wishing to engage with content analysis research. We suggest that further research is needed to explore the use of qualitative methodologies in consumer research.

Keywords: Content analysis; Consumer research; Consumer experience; Qualitative methods (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031434x

DOI: 10.1016/j.jretconser.2020.102427

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