Content analysis in consumer research

Authors
Kassarjian, Harold H.
Citation
. Kassarjian, Harold H., Content analysis in consumer research, Journal of consumer research Consumer research;JCR , 4(1), 1977, pp. 8-18
Journal title
Journal of consumer research Consumer research;JCR → ACNP
ISSN journal
00935301
Volume
4
Issue
1
Year of publication
1977
Pages
8 - 18
Database
ACNP
SICI code
Abstract
The use of documentary evidence such as historical records, novels, existing advertisements, and photographs has been little used in consumer research. This paper presents an exposition of content analysis methodology and, tangentially, reviews the existing studies in consumer behavior using this rich approach.