Integrating qualitative and quantitative theoretical perspectives in applied advertising research

Journal of Business Research

Volumn 61, Issue 5, 2008, Pages 431-433

  Mott Stenerson, Beth ^a  

^a UNIVERSITY OF SOUTHERN INDIANA   (United States)

Author keywords

Applied advertising research; Emic and etic perspectives; Ethnomethodology; Grounded theory; Human animal relationships; Integrating theory and method; Narrative analysis; Pet related consumption; Theme analysis

Indexed keywords

EID: 41149138552     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2007.07.014     Document Type: Article

References (9)

1. Berger P.L., and Luckmann T. The Social Construction of Reality (1966), Doubleday, Garden City, NY
2. Boje D. Narrative Methods for Organizational and Communication Research (2001), Sage Publications, Thousand Oaks, CA
3. Garfinkel H. Studies in Ethnomethodology (1967), Prentice Hall, Englewood Cliffs, NJ
4. Polkinghorne D. Narrative Knowing and the Human Sciences (1988), State University of New York Press, Albany, NY
5. Sauer W.J., Nighswonger N., and Zaltman G. "Current issues in the philosophy of science: implications for the study of marketing,". In: Bush, and Hunt (Eds). 1982 AMA Winter Educators' Conference Proceedings (1982), American Marketing Association, Chicago, IL 17-21
6. Strauss A., and Corbin J. "Grounded theory methodology: an overview,". In: Denzin K.N., and Lincoln S.Y. (Eds). Strategies of Qualitative Inquiry (1998), Sage Publications, Thousand Oaks, CA
7. Zald M.N. "More fragmentation? unfinished business in linking the social sciences and the humanities,". Adm Sci Q 41 2 (1996) 251-261
8. Zaltman G. "Rethinking market research: putting people back in,". J Mark Res 34 (1997) 424-437 (November)
9. Zaltman G., LeMasters K., and Heffring M. Theory Construction in Marketing: Some Thoughts on Thinking (1982), John Wiley and Sons, New York, NY