Using Photographs in Mixed Methods Research: An Illustration Integrating Quantitative and Qualitative Analyses from Consumer Research

IF 3.8 1区 社会学 Q1 SOCIAL SCIENCES, INTERDISCIPLINARY
Anne-Katrin Kleih, M. Lehberger, K. Sparke
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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.
在混合方法研究中使用照片:消费者研究的定量和定性分析相结合的例证
照片分析对混合方法研究人员提出了一个新的方法学挑战。在本文中,我们认为照片是一个有效的数据源,不在定量-定性二元之外,因此,可以应用混合方法原理进行分析和集成。我们总结了不同科学领域的照片分析方法,并通过提出一个用于分析视觉数据的混合方法框架,为混合方法领域做出了贡献,该框架通过专注于数据转换,允许灵活应用和集成不同的定量和定性照片分析方法。我们使用了一个来自消费者研究的例证。
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来源期刊
Journal of Mixed Methods Research
Journal of Mixed Methods Research SOCIAL SCIENCES, INTERDISCIPLINARY-
CiteScore
10.40
自引率
28.20%
发文量
36
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.
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