What Does Sustainability Mean? Knowledge Gleaned From Applying Mixed Methods Research to Wine Grape Growing. (July 2015)

• Record Type: Journal Article
• Authors: Santiago-Brown, Irina; Jerram, Cate; Metcalfe, Andrew; Collins, Cassandra
• Is Part Of: Journal of mixed methods research. Volume 9:Number 3(2015:Jul.)
• Page Start: 232
• Page End: 251
• Publication Date: 2015-07
• Subjects: mixed methods -- sustainability -- concept map -- assisted focus group method of enquiry -- viticulture; Mixed methods research -- Periodicals; Social sciences -- Research -- Methodology -- Periodicals; Research -- Evaluation -- Periodicals; 507.21
• DOI: 10.1177/1558689814534919
• Languages: English
• ISSNs: 1558-6898

Abstract

We present outcomes from a mixed methods research project in agricultural sciences. An atypical methodology for sciences was developed as the only way to avoid embedded assumptions commonly seen in sustainability investigations. Eighty-three upper echelon participants from the wine grape industry participated in 14 focus groups in five countries: Australia, Chile, New Zealand, South Africa, and the United States. Quantitative measures were compared with results from qualitatively coded participant utterances using two content analysis software tools: Leximancer and NVivo. This article presents the strategies and method applied in this investigation to define sustainability. A consensual sustainability definition prior to the establishment of assessment systems is essential. The model developed seems to be viable for similar sustainability investigations of individual organizations.