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Intègraphy: A multi-method approach to situational analysis

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  • Levy, Sidney J.
  • Kellstadt, Charles H.
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    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.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000452
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 7 ()
    Pages: 1073-1077

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:7:p:1073-1077

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Qualitative consumer research methods; Introspection; Complexity; Integration;

    References

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    1. Ferber, Robert, 1977. " Research by Convenience," Journal of Consumer Research, University of Chicago Press, vol. 4(1), pages 57-58, June.
    2. Levy, Sidney J, 1996. " Stalking the Amphisbaena," Journal of Consumer Research, University of Chicago Press, vol. 23(3), pages 163-76, December.
    3. Olshavsky, Richard W & Summers, John O, 1974. " A Study of the Role of Beliefs and Intentions in Consistency Restoration," Journal of Consumer Research, University of Chicago Press, vol. 1(1), pages 63-70, June.
    4. Davis, Harry L & Rigaux, Benny P, 1974. " Perception of Marital Roles in Decision Processes," Journal of Consumer Research, University of Chicago Press, vol. 1(1), pages 51-62, June.
    5. Bettman, James R, 1974. " Toward a Statistics for Consumer Decision Net Models," Journal of Consumer Research, University of Chicago Press, vol. 1(1), pages 71-80, June.
    6. Tversky, Amos & Kahneman, Daniel, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, MIT Press, vol. 106(4), pages 1039-61, November.
    7. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, University of Chicago Press, vol. 36(1), pages 1-16, 06.
    8. Katona, George, 1974. " Psychology and Consumer Economics," Journal of Consumer Research, University of Chicago Press, vol. 1(1), pages 1-8, June.
    9. Jacoby, Jacob & Speller, Donald E & Berning, Carol A Kohn, 1974. " Brand Choice Behavior as a Function of Information Load: Replication and Extension," Journal of Consumer Research, University of Chicago Press, vol. 1(1), pages 33-42, June.
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