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Qualitative approaches to life course research: Linking life story to gift giving

Russell W. Belk|Yuko Minowa
한국마케팅과학회 (Korean Scholars of Marketing Science)|2020.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제30권 제1호|pp. 60-75|DOI https://doi.org/10.1080/21639159.2019.1613905

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키워드

qualitative researchresearch designLife course生命历程gift givingmature consumers定性研究研究 设计礼物给予成年消费 者
주제분류경영학

초록

This paper presents qualitative approaches to life course research and elucidates the benefits with data. While marketing research in general has gradually embraced the interpretive paradigm, the field of life course study in marketing has not widely enriched, fortified, or complemented their quantitative investigations with interpretive studies. Thus, this paper presents qualitative methods suitable for life course research. The paper reviews recent life course studies that employ qualitative methods. Data collection, analysis, and interpreta￾tion methods are addressed. Both benefits and limitations of the qualitative methods are discussed. We demonstrate how to apply and use the qualitative data to study life course issues and topics. As an illustration, we link a qualitative study of the gift giving of mature consumers in Japan to Moschis’ Conceptual Life Course Model and discuss the paradigmatic principles of life course theory. The paper concludes with opportunities for future research.

Abstract

This paper presents qualitative approaches to life course research and elucidates the benefits with data. While marketing research in general has gradually embraced the interpretive paradigm, the field of life course study in marketing has not widely enriched, fortified, or complemented their quantitative investigations with interpretive studies. Thus, this paper presents qualitative methods suitable for life course research. The paper reviews recent life course studies that employ qualitative methods. Data collection, analysis, and interpreta￾tion methods are addressed. Both benefits and limitations of the qualitative methods are discussed. We demonstrate how to apply and use the qualitative data to study life course issues and topics. As an illustration, we link a qualitative study of the gift giving of mature consumers in Japan to Moschis’ Conceptual Life Course Model and discuss the paradigmatic principles of life course theory. The paper concludes with opportunities for future research.

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