Figure 4.
The illustration depicts a coordinated multi-method approach. The first stage, Understanding context and constructs, uses secondary data analysis, literature reviews, and public data sources such as reports, articles, blogs, and academic papers. The second stage, Examining phenomenon, uses multiple methods with stakeholders, including interviews, focus groups, observations, netnography, visual elicitation, and journaling. The third stage, the feedback mechanism, refines theory using triangulation with focus groups, member checking, presentations, and workshops. Vertical labels indicate layering across phases and integration of qualitative methods.A multi-phase, multi-method qualitative market research framework for studying complex marketing phenomena
Source: Authors’ own work