巻頭言
マーケティングの質的比較分析
2022 年 42 巻 1 号 p. 3-5
詳細
2022 年 42 巻 1 号 p. 3-5
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.
