What question did this study set out to answer?

To examine how content analysis methodology has been utilized, executed, and reported in consumer research between 1977 and 2017.

December 16, 2020Journal of Retailing and Consumer ServicesOpen Access

Exploring the use of content analysis methodology in consumer research

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Authors

MVMay Kristin VespestadCentre for Arctic Gas Hydrate, Environment and Climate ACAnne ClancyUiT The Arctic University of Norway

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Implication

Systematic review reveals widespread methodological vagueness and supplemental use of content analysis in consumer research, highlighting the need for rigorous qualitative reporting standards.

Key Points

To examine how content analysis methodology has been utilized, executed, and reported in consumer research between 1977 and 2017.
Systematic literature review evaluating consumer experience studies published over a 40-year period (1977–2017) to assess the deployment of content analysis.
Qualitative content analysis is rarely employed as a standalone method, functioning primarily as an auxiliary supplement to quantitative testing.
Identified substantial variation in methodological execution alongside a persistent lack of rigorous and transparent reporting across studies.
Formulated four core propositions highlighting that content analysis studies vary in execution, trend toward methodological vagueness, avoid standalone application, and remain versatile.

Cite This Study

Vespestad et al. (2020) studied this question.

synapsesocial.com/papers/6a0fe4842badbc352afee650 https://doi.org/10.1016/j.jretconser.2020.102427

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Implication

Systematic review reveals widespread methodological vagueness and supplemental use of content analysis in consumer research, highlighting the need for rigorous qualitative reporting standards.

Exploring the use of content analysis methodology in consumer research

Discussion

Member takes

Implication

Key Points

Cite This Study

Exploring the use of content analysis methodology in consumer research

Discussion

Member takes

Implication

Key Points

Cite This Study

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