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재단법인 서암순창장학회> Journal of Marketing Thought> Qualitative versus Quantitative Research Methods: Discovery or Justification?

Qualitative versus Quantitative Research Methods: Discovery or Justification?

Jeongeun Park , Minhye Park
  • : (재)서암순창장학회
  • : Journal of Marketing Thought 3권1호
  • : 연속간행물
  • : 2016년 05월
  • : 1-8(8pages)
Journal of Marketing Thought

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In this paper, the author discusses the different perspectives on qualitative and quantitative research methods in terms of discovery and justification, which are discussed by Hunt (1991) in his famous marketing theory textbook. There is a growing consensus that the quantitative research method plays a crucial role in the justification of re-search, and that qualitative methods are not good for justification but are excellent for discovery. However, previous research has not provided enough meaningful comparison of the two different methods, especially in marketing contexts. Therefore, this paper aims to address these issues by reviewing previous studies, discussing some concerns about the two methods, and proposing some valuable insights for conducting research with the two methods.

UCI(KEPA)

I410-ECN-0102-2018-300-003893274

간행물정보

  • : 사회과학분야  > 기타(사회과학)
  • :
  • :
  • : 계간
  • : 2288-9159
  • : 2289-0750
  • : 학술지
  • : 연속간행물
  • : 2014-2019
  • : 130


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1Celebrity Entrepreneurship: How Communication Effectiveness Mediates the 5-D PATER Model and Purchase Intention

저자 : Christian Haposan Pangaribuan , Rizki Fadlina

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 6권 1호 발행 연도 : 2019 페이지 : pp. 1-10 (10 pages)

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Despite being extensively referred to in popular media, celebrity engagement is considered as a new (scholar) phenomenon and need of academic attention. The purpose of this research is to examine the engagement of celebrity influence communication effectiveness through mediation variables, such as popularity, attractiveness, trustworthiness, expertise, and relevance (PATER model) as well as to measure the effect of communication effectiveness on consumer purchase intention. The research methodology used quantitative method with primary data. The design and development of this questionnaire were based on an initial pretested survey, distributed to 432 college students. The result of this research showed that popularity is the most affecting variable towards the communication effectiveness, followed by relevance and attractiveness. Furthermore, communication effectiveness also has significant positive relationship towards purchase intention.

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1Qualitative versus Quantitative Research Methods: Discovery or Justification?

저자 : Jeongeun Park , Minhye Park

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 1-8 (8 pages)

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(기관인증 필요)

초록보기

In this paper, the author discusses the different perspectives on qualitative and quantitative research methods in terms of discovery and justification, which are discussed by Hunt (1991) in his famous marketing theory textbook. There is a growing consensus that the quantitative research method plays a crucial role in the justification of re-search, and that qualitative methods are not good for justification but are excellent for discovery. However, previous research has not provided enough meaningful comparison of the two different methods, especially in marketing contexts. Therefore, this paper aims to address these issues by reviewing previous studies, discussing some concerns about the two methods, and proposing some valuable insights for conducting research with the two methods.

2A Study on the Consumers' Perception Priority Regarding the Selection Attributes of Duty Free Stores Applying the AHP

저자 : Seung-chang Lee , Soo-joon Yoo , Sanghak Lee

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 8-17 (10 pages)

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With the growth of the duty free industry, there is an increasing need for business licensees to make selective in-vestments by reinforcing the selection attributes of consumers that visit duty free stores. Therefore, this study aims to help establish marketing strategies for the growth of the duty free industry by comparatively analyzing the priority rankings of store selection attributes used by consumers visiting duty free stores. It does so by using the analytic hierarchy process (AHP). This study selected four attributes (product, salesperson, store, promotion) for Hierarchy 1 as duty free store selection attributes. It then selected three or four detailed attributes for each of the four attributes needed to organize the AHP survey. The survey was conducted on Koreans who had visited a duty free store in the last three years. A total of 150 copies of the questionnaire were collected, 66 copies of which were used for the analysis. The remaining 84 copies did not meet the analysis requirements. The results were as follows. First, the priority ranking of Hierarchy 1 (Hierarchy 1) was products (0.452), promotion (0.275), store (0.140), and salesperson (0.134), and the 14 detailed attributes of the product in Hierarchy 2 had a ranking of product price, brand diversity, luxury brand level, and discount coupon. Moreover, additional analyses according to gender and occupation revealed that the priority rankings of selection attributes varied among the subjects of the analysis. The limitations of this study are provided at the end of this study along with suggestions regarding the need for future research for the sustained growth of the duty free industry.

3Influence of Brand Awareness and Brand Attitude on Purchase

저자 : Deog Ki Kim , Minjung Kim

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 16-27 (12 pages)

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This study provides an empirical analysis of the influence of cosmeceutical product's brand awareness on purchase intention by reviewing the constantly changing cosmetics industry and conducting a questionnaire survey relating to cosmeceutical cosmetics. The subjects of this study were 120 adult men and women aged 20 to 50 living in Seong-buk, in Seoul. The survey was conducted between October 15 and October 22, 2014.
The collected data were analyzed using SPSS for Windows 21.0 as follows.
First, we measured the reliability of the data using Cronbach's alpha values. Second, a frequency analysis was performed to determine the general characteristics of the subjects. Third, descriptive statistics were used to calculate the mean and standard deviation for the analysis. Fourth, regression analysis was used to analyze the effects of the competitiveness of cosmeceutical cosmetics on purchasing. All three hypotheses of this study were supported.

4The Effects of the Price Discounts Types on Consumers' Brand Choice: Focusing on Brand Reputation and Consumers' Regulatory Focus

저자 : Hyejung Cho , Jihoon Lee

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 27-33 (7 pages)

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It is important to maintain a long-term relationship with consumers. One of the ways marketing makes this possible is through reward programs. This research aims to provide marketing managers with a study of price discount type's effects about brand choice and some guideline for the reward's design of reward program. And we investigated the types of price discount (big single discount vs. double discount) under two different levels of brand reputation (high vs. low) and consumers' regulatory focus (promotion focus vs. prevention focus).
The research experiment showed that satisfaction and interests under the double discounts were bigger than big single discount in family restaurants. In prevention focus groups, this result showed that effect on choice under the big single discounts were bigger than double discount in a family restaurants and a coffee cafe. In promotion focus groups, this result showed that effect on choice under double discount were bigger than big single discounts. And also this study shows that high brand reputation under double discounts consumers' high effort and they feel to big interests in a coffee shop.
The theoretical implications and practical implications through such empirical results are argued.

5How Manufacturer Satisfaction with Supplier Performance is Influenced by Upstream and Horizontal Relationships: Solidarity, and Conflict

저자 : Hyungu Ko , Sharon Smith

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 33-44 (12 pages)

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This study examines how a supplier's governance and relational strategy with its upstream suppliers affects downstream buyers' satisfaction. The author reveals that the first-tier supplier's solidarity norm, as a governance mechanism as a relational strategy positively affects, downstream manufacturers' satisfaction. However, a supplier's horizontal conflict negatively affects its performance, which makes it difficult to satisfy a manufacturer because conflict is opponent-oriented behavior that distracts the supplier. By analyzing interactions between a supplier's solidarity norm and the level of structural holes, the author demonstrates that structural holes strengthen the relationship between a supplier's solidarity and manufacturer satisfaction. Also, a high level of structural holes dampens the negative relationship between horizontal conflict and manufacturer satisfaction. From a practical viewpoint, these findings show that a supplier in a channel network should focus on upstream relationships to maximize downstream client satisfaction, as well as maintain positive individual relationships with clients.

6The Effects of Self-determination and Motivation in User-initiated Personalization on Loyalty

저자 : Youn Jung Kang , Won Jun Lee

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 44-54 (11 pages)

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The more a user visits a website to perform routine tasks such as marking use of the contents and services, the greater is the tendency of that user to personalize the webpage by changing such things as the color, background, order of contents, and list of contents, when possible. This study investigates why users modify their service environments (i.e., website main page) and how such changes affect user loyalty. Data were collected from a quasi-experimental study performed in Korea. Respondents answered questions concerning a personalized Google page, which was recreated as an experimental website in order to achieve our research objective. Results indicate that personalization of the appearance of the Google main page increased, user satisfaction in terms of self-determination. Self-determination influences intrinsic and extrinsic motivation, which lead to user loyalty (i.e., satisfaction and continued usage). Based on our empirical results, this study elucidated the important implications of offering a user-initiated personalized webpage in an online service environment.

7What is the Role of Collectivism in Channel Marketing?

저자 : Junhyuk Suh , Boa Son

발행기관 : (재)서암순창장학회 간행물 : Journal of Marketing Thought 3권 1호 발행 연도 : 2016 페이지 : pp. 53-66 (14 pages)

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Our study aims to explore the role of collectivism in the field of channel marketing. We think collectivism is an important organization of culture beyond the national level and a main element in network embeddedness, group norms, and sense of community. Specifically, herein, we analyzed the source of network embeddedness and redefined group norms in a multidimensional setting. Also, we propose that the group norms and sense of community are the main effects of network embeddedness. Hypotheses based on these ideas were tested with 100 managers of large Korean companies. Our results show that collectivism as an organizational culture had a positive effect on network embeddedness, group norms, and sense of community. Moreover, network embeddedness had a positive effect on the sense of community, but it did not influence group norms positively. We discuss our findings and their implications.

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