Content Analysis in Consumer Research
- 1 June 1977
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 4 (1) , 8-18
- https://doi.org/10.1086/208674
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.This publication has 2 references indexed in Scilit:
- A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine AdvertisementsJournal of Marketing Research, 1971
- The Dialogue of Courtship in Popular SongsAmerican Journal of Sociology, 1957