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Integrating qualitative and quantitative theoretical perspectives in applied advertising research

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  • Mott-Stenerson, Beth

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.

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  • Mott-Stenerson, Beth, 2008. "Integrating qualitative and quantitative theoretical perspectives in applied advertising research," Journal of Business Research, Elsevier, vol. 61(5), pages 431-433, May.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:5:p:431-433
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    Cited by:

    1. Ramona – Diana Leon & Raluca Anne-Marie Tone, 2016. "The Managerial Culture. A Literature Review," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 335-339, February.
    2. Rudolf R. Sinkovics & Eva A. Alfoldi, 2012. "Progressive Focusing and Trustworthiness in Qualitative Research," Management International Review, Springer, vol. 52(6), pages 817-845, December.

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