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| Author: | Hall, A. L. Rist, R. C. |
| Title: | Integrating multiple qualitative research methods (or avoiding the precariousness of a one-legged stool) |
| Journal: | Psychology and Marketing
1999 : JUL, VOL. 16:4, p. 291-304 |
| Index terms: | Market research Methodology USA |
| Language: | eng |
| Abstract: | This article suggests that market research is enhanced when multiple qualitative methods are combined in a tri-angulated approach to examining marketing questions. The article begins with a case study that illustrates how a qualitative study can, by itself, be used as a basis for making marketing decisions. Following the case study is a presentation of the three legs of the qualitative stool, that is, interviews, observations, and document analysis. Each method is described, with a discussion of inherent strengths and weaknesses. The article ends with an argument for increasing the use of integrated, triangulated qualitative studies in the field of market research. |
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