Qualitative evaluations of new scientific concepts: Accurate, fast, easy and inexpensive
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Date
2016-02-19
DOI
Open Access Location
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Publisher
ANZMAC
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Abstract
Evidence confirming the robustness of qualitative methodologies in marketing research is scarce. Instead, quantitative methodologies dominate publications in marketing journals, a stark contrast to other academic disciplines where qualitative research is the dominant approach. This research reports a case where the findings of an independent qualitative study were clearly supported by subsequent quantitative research. Applied in the context of a new technological science, the qualitative phase treated climate engineering techniques as brands with core concepts and a range of related memory associations. Attributes associated with climate engineering were elicited using Kellys’ Repertory Grid or choosing from a pre-determined list of 30 attributes during 30 depth interviews. The qualitative results illustrated an overall negative reaction to the four concepts tested with solar reflection techniques viewed more negatively than carbon dioxide removal techniques. Large online surveys across two countries gave strikingly similar results, verifying the robustness of the qualitative study.
Description
Keywords
Qualitative Methodologies, Attribute Elicitation, Network Memory Theory, Science Communication, Climate Engineering
Citation
2016, pp. 317 - 325 (8)