The Groupsolver Method For Quantifying Qualitative Research

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 790-790.

Authors

Aarti Ivanic, University of San Diego, USA
Claudiu Dimofte, San Diego State, USA
Maros Ivanic, GroupSolver, Inc.
Rasto Ivanic, GroupSolver, Inc.



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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