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
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