Doing Qualitative Research With Archival Data: Making Secondary Data a Primary Resource

Eileen Fischer, York University, Canada
Marie-Agnès Parmentier, HEC Montréal, Canada
This paper makes the case that there is a growing opportunity – and possibly a need – for making greater systematic use of archival data in qualitative consumer research. Along with this opportunity comes a requirement for methodological reflection on how to construct and use archival data sets. Questions of how to systematize and delimit data collection, and how to regard the data collected, become pressing. This paper offers preliminary insights on how archival data sets can be developed and interpreted, and further offers suggestions about the types of research questions for which secondary data may be an appropriate primary resource.
[ to cite ]:
Eileen Fischer and Marie-Agnès Parmentier (2010) ,"Doing Qualitative Research With Archival Data: Making Secondary Data a Primary Resource", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 798-799 .