Integrating multiple qualitative research methods (or avoiding the precariousness of a one-legged stool)

This article suggests that market research is enhanced when multiple qualit ative methods are combined in a triangulated approach to examining marketin g questions. The article begins with a case study that illustrates how a qu alitative study can, by itself, be used as a basis for making marketing dec isions, when methodological triangulation is employed to guard against unre liable or invalid results. Following the case study is a presentation of th e three legs of the qualitative stool-interviews (including focus groups), observations, and document analysis. Each method is described, with a discu ssion of inherent strengths and weaknesses. The article ends with an argume nt for increasing the use of integrated, triangulated qualitative studies i n the held of market research. (C) 1999 John Wiley & Sons, Inc.