Synergy of Quantitative and Qualitative Marketing Research − Capi and Observation Diary

Lipowski, Marcin; Pastuszak, Zbigniew; Bondos, Ilona

doi:10.15611/eada.2018.1.04

Cited by 3 publications

(3 citation statements)

References 7 publications

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“…Researchers observed Instagram display and interaction through Instagram's comment feature. Observation results were confirmed through interviews (Lipowski et al, 2018). Researchers processed data by recording observations and interviews, grouping observations and interviews on research concepts, compiling interview quotes, presenting data, and confirming data.…”

Section: Methodsmentioning

confidence: 98%

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Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

Purnomo

Musyafi²

2022

IJSR

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Limited customer and producer relations research develops various food souvenir products through online marketing communication. This research focused on the actions of food providers in developing food souvenir innovation as a result of interaction with customers through the online marketing communication medium. This research differs from previous research on media interaction and focuses on consumer response as the driving force for the innovation process on food. This study used qualitative research that analyzed one online souvenir food shop as the study case. The interviews and observations data are grouped based on a theory with a narrow interpretation or deductive approach. The data is presented in the form of interview quotes, sample images of data sources, and limited understanding according to the appearance of the data. The study found that customer and producer relations in online marketing communication did not encourage innovation for food souvenirs. The interaction between food providers and Instagram followers was more accurately described as an interaction in the form of product purchases. The actions of food providers in developing new products result from relations between actors and other selling actors in the form of reactions to similar food development trends. Creating fresh foods as the result of innovative action follows the trend of similar products in the development of Bogor's online food souvenir market

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Section: Methodsmentioning

confidence: 98%

“…An open-ended question was asked to the participants for one to two hours. Non-participant observation is carried out by researchers or self-observation approaches (Ciesielska et al, 2018;Lipowski et al, 2018). Researchers observed Instagram display and interaction through Instagram's comment feature.…”

Section: Methodsmentioning

confidence: 99%

Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

Purnomo

Musyafi²

2022

IJSR

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“…Marketing research can be traced back to the first part of the 19 th century when the first market-focused data collections took place in the USA (Lockley, 1950). Since then marketing research has gone a long way and today there have accumulated an abundance of literature on both qualitative (Carson, Gilmore, Perry & Gronhaug, 2001;Belk, 2007) and quantitative research (Franses & Paap, 2001;Müller, Boda, Ráthonyi, Ráthonyi-Odor, Barcsák, Könyves et al, 2016;Lipowski, Pastuszak & Bondos, 2018) used in this field.…”

Section: Introductionmentioning

confidence: 99%

Quantitative analysis of qualitative data: Using voyant tools to investigate the sales-marketing interface

Hetényi¹,

Lengyel²

2019

JIEM

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Purpose: The present study aims to give a short introduction into the possibilities offered by Voyant Tools to quantitatively explore qualitative data on the Sales-Marketing Interface (SMI).Design/methodology/approach: The study is exploratory in nature. The sample consists of sales and marketing employees of six manufacturing companies. Answers to three open-ended questions were analysed quantitatively and visualised in various ways using the online toolset of Voyant Tools. We experimented with four different tools out of the twenty four offered by Voyant Tools. These tools were: Cyrrus tool, Correlation tool, Topics tool and Scatter plot tool. All four tools that were tested on the data have scalable parameters. Various settings were tested to demonstrate how input conditions influence modelling of the textual data.Findings: It was demonstrated that the four selected text analysis tools can yield valuable information depicted in the form of attractive visualisation formats. It is also highlighted how rushed conclusions can be arrived at by falsely interpreting the visualised data. It is shown how setting different input parameters can affect results. Out of the four examined tools the Scatter plot tool offering an analysis and modelling method based on t-SNE (t-Distributed Stochastic Neighbour Embedding) proved to yield the most complex information about the text. Research limitations/implications: As the study aimed to be exploratory a sample of convenience was used to collect qualitative data. Although quantitative methods can be invaluable tools of preliminary analysis and hypothesis adjustment in the processing of qualitative data, their results should always be checked against the traditional content analysis techniques which are more sensitive to the complex structure of semantic units. These quantitative techniques are to help early exploration of textual data.Practical implications: Managerial implications might be connected to the fact that in a fast changing global business environment managers and corporate decision makers in general might find the attractive visualisation outputs of Voyant Tool easy to analyse and interprete various aspects of business. As Voyant Tools is an open source, free online sofware not even requiring regsitration and at the same time has an impressive array of sophisticated statistical tools, it might be a cost-effective way of analysing qualitative data. Originality/value: As there is virtually no earlier literature on how quantitative data visualisation techniques can be used in marketing research, especially in the analysis of the SMI, utilisation possibilities of Voyant Tools and other quantitative data analysis and visualisation software for handling qualitative data is definitely a worthwhile area for further research.

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The Dynamic Synergy in Communication and Tourism Development Is Calling the City of Katerini, Greece

Πατσιου

2019

Springer Proceedings in Business and Economics

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Synergy of Quantitative and Qualitative Marketing Research − Capi and Observation Diary

Cited by 3 publications

References 7 publications

Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

Quantitative analysis of qualitative data: Using voyant tools to investigate the sales-marketing interface

The Dynamic Synergy in Communication and Tourism Development Is Calling the City of Katerini, Greece

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