Research methology

• Autores: Stéphane Ganassali, Jean Moscarola, Francesco Casarin
• Localización: Consumption culture in Europe: insight into the beverage industry / coord. por Carmen Rodríguez Santos, Stéphane Ganassali, Francesco Casarin, Pirjo Laaksonen, Hans Rüdiger Kaufmann, 2013, ISBN 978-1-4666-2857-1, págs. 100-115
• Idioma: inglés
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• Resumen

  • Considering the large number of participants and the heterogeneity of the group, the research methodology of COBEREN has been defined in a very specific way. The authors implemented a mixed methodological approach, combining qualitative and quantitative techniques, and they used a various range of numerical, verbal, and even pictorial measurements. The scope for covering different dimensions of the consumer culture was made as open as possible but had to remain acceptable from the point of view of the survey response process. Finally, they successfully combined some a priori instructions/guidelines and some a posteriori adjustments/adaptations. This chapter introduces the data collection method, the sampling aspects, the questionnaire design and translation, implemented according to the general principles of the COBEREN methodology.