{"title":"Using Photographs in Mixed Methods Research: An Illustration Integrating Quantitative and Qualitative Analyses from Consumer Research","authors":"Anne-Katrin Kleih, M. Lehberger, K. Sparke","doi":"10.1177/15586898211056748","DOIUrl":null,"url":null,"abstract":"Photograph analysis poses a novel methodological challenge for mixed methods researchers. In this paper, we argue that photographs are a valid data source that are not outside of the quantitative–qualitative binary and, hence, can be analyzed and used for integration, applying mixed methods principles. We summarize photograph analysis methods from different scientific fields and contribute to the field of mixed methods by proposing a mixed methods framework for analyzing visual data that allows the flexible application and integration of different quantitative and qualitative photograph analysis methods by focusing on data transformation. We use an illustrative example from consumer research.","PeriodicalId":47844,"journal":{"name":"Journal of Mixed Methods Research","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2021-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Mixed Methods Research","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1177/15586898211056748","RegionNum":1,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"SOCIAL SCIENCES, INTERDISCIPLINARY","Score":null,"Total":0}
引用次数: 4
Abstract
Photograph analysis poses a novel methodological challenge for mixed methods researchers. In this paper, we argue that photographs are a valid data source that are not outside of the quantitative–qualitative binary and, hence, can be analyzed and used for integration, applying mixed methods principles. We summarize photograph analysis methods from different scientific fields and contribute to the field of mixed methods by proposing a mixed methods framework for analyzing visual data that allows the flexible application and integration of different quantitative and qualitative photograph analysis methods by focusing on data transformation. We use an illustrative example from consumer research.
期刊介绍:
The Journal of Mixed Methods Research serves as a premiere outlet for ground-breaking and seminal work in the field of mixed methods research. Of primary importance will be building an international and multidisciplinary community of mixed methods researchers. The journal''s scope includes exploring a global terminology and nomenclature for mixed methods research, delineating where mixed methods research may be used most effectively, creating the paradigmatic and philosophical foundations for mixed methods research, illuminating design and procedure issues, and determining the logistics of conducting mixed methods research. JMMR invites articles from a wide variety of international perspectives, including academics and practitioners from psychology, sociology, education, evaluation, health sciences, geography, communication, management, family studies, marketing, social work, and other related disciplines across the social, behavioral, and human sciences.