Dimensional qualitative research (DQR) is an innovative approach to qualitative inquiry that can set the stage for a systematic, multifaceted, and psychologically sophisticated evaluation of the subject under investigation. The BASIC ID dimensions first outlined by Arnold Lazarus have been shown to yield important diagnostic insights and hold practical therapeutic value in clinical contexts (Lazarus, 1973, 1989). In parallel fashion, Cohen’s (1999) expanded spectrum of DQR dimensions (the BASIC IDS) can provide a valuable roadmap to psychologically sophisticated data gathering in marketing research. Beyond providing a uniform, systematic, and comprehensive framework for qualitative exploration, Cohen (1999) viewed DQR dimensions as providing a useful framework for designing innovative marketing strategies and campaigns. Further, the application of DQR is by no means limited to marketing or psychology. Although the focus in this special issue is squarely on marketing applications, it is worth emphasizing that DQR can be useful in providing a psychologically sophisticated guide to qualitative research in almost any discipline.
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