OBSERVATIONS: Parents and Children Shopping Together: A New Approach to the Qualitative Analysis of Observational Data
Langbourne Rust, Langbourne Rust Research
Field observations of parents and children shopping together were analyzed to find out how their in-store behavior varied with the age of the child. The objective was to conceptualize the factors that influence in-store decisions, with an eye toward developing new marketing strategies which would target families with children of specific ages.
This was a qualitative research project, insofar as it set out to generate new concepts, not to test a priori ones. But it differed from traditional...