Integrating qualitative and quantitative theoretical perspectives in applied advertising research

This review synthesizes the qualitative theoretical framework employed in Kennedy and McGarvey (in this issue), and posits a research paradigm to integrate and balance both qualitative and quantitative ("Q-Q") methods in study design using "parallel perspective analysis" as shown in Table 1. Integrating both research perspectives enabled Kennedy and McGarvey to construct a phenomenological "story" of human movement in pet-related consumption attitudes and behavior during the last century, while maintaining a high level of empirical rigor. The method for quantifying a Q-Q research study can be used to develop future balanced research by scholars and practitioners concerned with capturing contextual phenomena in empirically rigorous consumer research.