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.

Statistics

Seen <100 times
0 Comments

More articles like this

Assessing family relationships. A multi-method, mu...

on The British journal of psychia... April 1984

Reshape scale method: A novel multi scale entropic...

on Physica A Statistical Mechanic... Dec 15, 2013

Urine cannabinoid analysis: an integrated multi-me...

on Journal of Analytical Toxicolo... 1984

System development methodology and project success...

on Information & Management Jan 01, 1990
More articles like this..