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Mapping the Unarticulated Potential of Qualitative Research Stepping out from the Shadow of Quantitative Studies

机译：走出定性研究的阴影，摆脱定性研究的阴影

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摘要

This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years. The authors present a systematic review of every Journal of Advertising Research paper, with each paper coded for the role and contribution of qualitative research methods to its findings. The authors then classify the papers into a 2x2 matrix. They find that qualitative research contributes to improve existing managerial practice, developing new techniques for improving consumer understanding, keeping up to date with developments in practice, and identifying new consumer segments. Looking forward, the authors identify potential research avenues and practices that may enhance the standing of qualitative advertising research.
机译：本文回顾了过去50年来，定性方法对广告发展的贡献。作者对每份《广告研究期刊》的论文进行了系统的综述，每篇论文都对定性研究方法对其发现的作用和贡献进行了编码。然后，作者将论文分类为2x2矩阵。他们发现，定性研究有助于改善现有的管理实践，开发新技术以增进消费者的了解，紧跟实践中的最新发展并确定新的消费者群体。展望未来，作者确定了可能增强定性广告研究地位的潜在研究途径和实践。

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