What women want - Exploring quantitative patterns underlying qualitative stories

This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women’s perspectives on advertising.

What women want – Exploring quantitative patterns underlying qualitative stories

Annelies Jansen and Wieke van der BorgFerro, Netherlands

INTRODUCTION

There have been many claims regarding integrating qualitative and quantitative data. In this paper we present a completely new approach to the fusion of qualitative and quantitative data analysis: narrative research in which storytelling and exploring quantitative patterns in complex human data are combined.

The method of narrative and complexity research was originally developed in the context of business (Kurtz and Snowden, 2003). Although this research theory is grounded in contextual exploration in areas of knowledge management and...

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