Exploring the use of content analysis methodology in consumer research. (March 2021)

• Record Type: Journal Article
• Authors: Vespestad, May Kristin; Clancy, Anne
• Is Part Of: Journal of retailing and consumer services. Volume 59(2021)
• Publication Date: 2021-03
• Subjects: Content analysis -- Consumer research -- Consumer experience -- Qualitative methods; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102427
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Content analysis is a viable way to thematise consumer experiences. The purpose of this review study is to examine the use of content analysis in consumer research (1977–2017). The authors explore how content analysis has been used. The reviewed studies address consumer experiences. The results show that qualitative content analysis is not used as a method in its own right; it is more often applied as a supplement to quantitative testing. There is also a lack of rigorous reporting of methodologies in many studies. The systematic review provides four propositions, content analysis studies: 1) vary in execution and reporting; 2) have a tendency towards methodological vagueness; 3) do not apply content analysis as a sole method; 4) are versatile. The study can also serve as point of departure for novice researchers wishing to engage with content analysis research. We suggest that further research is needed to explore the use of qualitative methodologies in consumer research.