Abstract
Dimensional qualitative research (DQR) provides a sound conceptual
basis for studying complex problems and developing the psychologically
sensitive theory needed in marketing. This article proposes
dimensional mapping as a method qualified to enhance the application
of DQR, contributing to theory development in consumer behavior.
The authors show how multidimensional scaling (MDS) can be
applied in a mixed method approach for analyzing rich qualitative
data. They discuss potential advantages of using MDS in a qualitative-quantitative research framework (e.g., openness to the data, taking participants' perspective, metric data level, accounting for fuzzy
data, reliability, and validity) in combination with the BASIC IDS
proposed by Cohen (1999b) in order to evaluate the comprehensiveness
of the results and derive psychologically meaningful conclusions
and implications. The proposed approach is illustrated in an
exemplary empirical study investigating the perception of seniors' role in advertising. © 2011 Wiley Periodicals, Inc.
basis for studying complex problems and developing the psychologically
sensitive theory needed in marketing. This article proposes
dimensional mapping as a method qualified to enhance the application
of DQR, contributing to theory development in consumer behavior.
The authors show how multidimensional scaling (MDS) can be
applied in a mixed method approach for analyzing rich qualitative
data. They discuss potential advantages of using MDS in a qualitative-quantitative research framework (e.g., openness to the data, taking participants' perspective, metric data level, accounting for fuzzy
data, reliability, and validity) in combination with the BASIC IDS
proposed by Cohen (1999b) in order to evaluate the comprehensiveness
of the results and derive psychologically meaningful conclusions
and implications. The proposed approach is illustrated in an
exemplary empirical study investigating the perception of seniors' role in advertising. © 2011 Wiley Periodicals, Inc.
| Originalsprache | Englisch |
|---|---|
| Seiten (von - bis) | 1061 - 1086 |
| Fachzeitschrift | Psychology & Marketing |
| Jahrgang | 28 |
| Ausgabenummer | 10 |
| Publikationsstatus | Veröffentlicht - 1 Sept. 2011 |