Affordable Access

Publisher Website

Intègraphy: A multi-method approach to situational analysis

Authors
Journal
Journal of Business Research
0148-2963
Publisher
Elsevier
Volume
65
Issue
7
Identifiers
DOI: 10.1016/j.jbusres.2011.02.012
Keywords
  • Qualitative Consumer Research Methods
  • Introspection
  • Complexity
  • Integration

Abstract

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.

There are no comments yet on this publication. Be the first to share your thoughts.