یکپارچه سازی دیدگاه های نظری کمی و کیفی در پژوهش های تبلیغاتی کاربردی

This review synthesizes the qualitative theoretical framework employed in Kennedy and McGarvey (in this issue), and posits a research paradigm to integrate and balance both qualitative and quantitative (“Q–Q”) methods in study design using “parallel perspective analysis” as shown in Table 1. Integrating both research perspectives enabled Kennedy and McGarvey to construct a phenomenological “story” of human movement in pet-related consumption attitudes and behavior during the last century, while maintaining a high level of empirical rigor. The method for quantifying a Q–Q research study can be used to develop future balanced research by scholars and practitioners concerned with capturing contextual phenomena in empirically rigorous consumer research.

Employing an innovative approach to quantifying qualitative trend data using theme analysis (Boje, 2001), Kennedy and McGarvey (in this issue) use both qualitative and quantitative methods to analyze 1398 print advertisements spanning 70 years. The study applies content analysis to construct a dataset to test hypotheses regarding cultural or social themes and trends captured in print advertising. In accord with Zaltman's (1997) plea to the scholarly community to employ qualitative and quantitative techniques when developing new concepts or improving existing methods in substantive research areas, Kennedy and McGarvey document the genesis of the current pet industry by capturing attitudes and consumption behaviors over time. This commentary presents and synthesizes the qualitative theoretical framework that underlines why social science scholars should employ a balanced combination of qualitative and quantitative methods in consumer or people-based research. Such imperatives aim to provide marketing scholars and practitioners with a viable framework for measuring social phenomena from an historical ethnographic perspective, while maintaining a high level of empirical rigor. Table 1 provides an overview of Kennedy and McGarvey's research design to facilitate discussion, and to evaluate balanced research on “parallel” dimensions.

Perhaps the social sciences could benefit from a balanced scientific perspective in research. Such balance may be achievable by incorporating both qualitative and quantitative principles into study design a priori so as to build a more phenomenological model of reality. The method of quantifying a balanced research effort, as Table 1 presents, may be useful for planning a new study or to investigate previous balanced research contributions to the literature by conducting a meta-analysis of methods.