Mapping the Different Purposes For Integrating Offline and Online Data Sets in Discovery Oriented Consumer Research
In this paper we show how qualitative off-line and on-line data sets can be integrated for discovery oriented consumer research. After identifying five purposes for integration in multi-method research designs, we illustrate these (triangulation; complementarity; development; initiation; and expansion) with findings from a study which combined in-depth interviews with on-line ethnography (netnography). In conclusion we present a generic framework for integrating offline and online methods for marketing research.
Margaret K. Hogg, Pauline Maclaran, and Carolyn F. Curasi (2005) ,"Mapping the Different Purposes For Integrating Offline and Online Data Sets in Discovery Oriented Consumer Research", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.
Margaret K. Hogg, Lancaster University Management School, Lancaster, England
Pauline Maclaran, De Montfort University, Leicester, England
Carolyn F. Curasi, Georgia State University, Atlanta, Georgia, U.S.A.
E - European Advances in Consumer Research Volume 7 | 2005
Featured papersSee More
Algorithm Attraction versus Aversion: The Role of the Perceived Self-Efficacy of the Decision Maker
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren Dahl, University of British Columbia, Canada
N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University