The Groupsolver Method For Quantifying Qualitative Research

Aarti Ivanic, University of San Diego, USA
Claudiu Dimofte, San Diego State, USA
Maros Ivanic, GroupSolver, Inc.
Rasto Ivanic, GroupSolver, Inc.
To address complaints about qualitative techniques’ perceived lack of rigor and reliability, we introduce a novel method of assessing qualitative (i.e., verbal) consumer feedback that we argue provides for a more parsimonious and straightforward way to quantify this feedback in both academic and applied marketing contexts.
[ to cite ]:
Aarti Ivanic, Claudiu Dimofte, Maros Ivanic, and Rasto Ivanic (2015) ,"The Groupsolver Method For Quantifying Qualitative Research", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 790-790.