Using Qualitative Comparative Analysis to Identify Complex Solutions and Optimal Combinations of Conditions Influencing COVID Vaccine Acceptance: A Primer for QCA

IF 3.7 4区管理学 Q2 BUSINESS

Journal of Macromarketing Pub Date : 2023-08-09 DOI:10.1177/02761467231182300

Gregory J. Brush, Xiaoling Guo, Amabel Hunting, Catherine Frethey-Bentham

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Abstract

Quantitative studies in marketing are dominated by variance-based approaches. These have limitations for understanding macromarketing outcomes that often derive from different combinations of causal conditions, and where factors productive of the same outcome may be different from those impeding it. In this paper we draw on set-theoretic theory and propose qualitative comparative analysis (QCA) as an analytical method able to complement and extend macromarketing research programs. Fuzzy-set QCA is used to explore combinations of conditions influencing COVID vaccine adoption, with readers provided with detailed guidance through the process and current best practices. We consider a number of important but often neglected issues in fuzzy-set QCA; outlining how to conduct robustness checks, appropriateness of a two-step approach, identifying individual cases with specific conditions for further analysis, and examining the problems and opportunities provided by irrelevant cases and contradictions. A summary of macromarketing issues that may benefit from QCA, and recommended practices for conducting a QCA, are provided.

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使用定性比较分析确定影响新冠肺炎疫苗接受度的复杂解决方案和条件的最佳组合：QCA引物

市场营销中的定量研究主要是基于方差的方法。这对于理解宏观营销结果有一定的局限性，因为宏观营销结果往往是由不同的因果条件组合而来，而产生相同结果的因素可能与阻碍它的因素不同。在本文中，我们借鉴集合论理论，提出定性比较分析(QCA)作为一种分析方法，能够补充和扩展宏观营销研究计划。模糊集QCA用于探索影响COVID疫苗采用的条件组合，并通过流程和当前最佳实践为读者提供详细指导。我们考虑了模糊集QCA中一些重要但经常被忽视的问题;概述如何进行稳健性检查，两步法的适当性，识别具有特定条件的个别案例进行进一步分析，并检查无关案例和矛盾提供的问题和机会。本文总结了可能受益于QCA的宏观营销问题，并提供了实施QCA的建议做法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Macromarketing BUSINESS-

CiteScore

5.00

自引率

25.80%

发文量

期刊介绍： The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.