マーケティングジャーナル
Online ISSN : 2188-1669
Print ISSN : 0389-7265
巻頭言
マーケティングの質的比較分析
小野 晃典
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ジャーナル オープンアクセス HTML

2022 年 42 巻 1 号 p. 3-5

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This special issue contains five articles that analyze various marketing phenomena using qualitative comparative analysis (QCA). QCA is a relatively new method for testing complicated hypotheses in the social sciences. Several overseas journals have published special issues on QCA, but no issues with a focus on QCA have been organized by marketing journals in Japan. As the first of its sort on QCA in Japan, this special issue provides both high quality QCA articles and datasets that support the hypotheses in each of these articles.

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本稿はCC BY-NC-ND 4.0 の条件下で利用可能。
https://creativecommons.org/licenses/by-nc-nd/4.0/deed.ja
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