数字技术与软阶梯:批判反思的视角

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2024-07-31 DOI:10.1177/14707853241269459
Chiara Bartoli, Alberto Mattiacci, Costanza Nosi
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引用次数: 0

摘要

在 COVID-19 大流行之后,数字技术的应用速度加快,本研究为有关虚拟定性调查演变的学术讨论做出了贡献。本研究采用批判性反思的方法,探讨了调查人员进行 150 次在线或面对面软阶梯访谈的经验。研究从理论上反思了在线软阶梯访谈及其在视频会议和社交媒体等新技术工具中的应用,展示了这些工具如何缓解后勤和关系方面的限制,同时扩大数据收集的范围和覆盖面。研究结果表明,技术进步正在促进数字和物理方法的逐步融合,特别是那些利用同步访谈的方法。随着物理和数字领域的融合,这一趋势将导致定性研究的物理数字化。
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Digital technologies meet soft laddering: A critical reflective perspective
This study contributes to the academic discourse on the evolution of virtual qualitative enquiries in the wake of the accelerated adoption of digital technology following the COVID-19 pandemic. Employing a critical-reflection approach, this study explored the experiences of investigators who conducted 150 soft laddering interviews, either online or face-to-face. The research provides a theoretical reflection on online soft laddering and its application with new technological tools, such as video conferencing and social media, demonstrating how these tools mitigate logistical and relational limitations while enhancing data collection scope and reach. The findings indicate that technological advancements are fostering a gradual hybridisation of digital and physical methods, particularly those utilising synchronous interviews. As the physical and digital realms converge, this trend leads to the phygitalisation of qualitative research.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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