OBSERVATIONS: Parents and Children Shopping Together: A New Approach to the Qualitative Analysis of Observational Data

A qualitative observational study of children shopping with their parents. 200 observation records were analysed by Grounded Theory Development (Glaser and Strauss 1967), a process of systematic testing and refining of hypotheses, referring back to the original data.

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...

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