The benefits of quantifying qualitative brand data: a mixed-method approach for converting free brand associations to a brand equity index

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

A mixed-method approach for converting free brand associations to a brand equity index

Kaleel Rahman

RMIT University, Melbourne, Australia

Charles S. Areni

Macquarie University Graduate School of Management, Sydney, Australia

Introduction

From a content analysis of published articles, Davis et al.(2012) note a declining trend in methods diversity in marketing journals. One way to diversify method is to integrate qualitative and quantitative approaches (Mott-Stenerson 2008). With only about 10% of articles published in major marketing journals using some form of mixed method (Hanson & Grimmer 2007), Tashakkori and Teddlie (1998) suggest quantification of qualitative data as an innovative approach...

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