Exploring the use of content analysis methodology in consumer research

Content analysis is a viable way to thematise consumer experiences. The purpose of this review study examine the use content in research (1977–2017). authors explore how has been used. reviewed studies address results show that qualitative not used as method its own right; it more often applied supplement quantitative testing. There also lack rigorous reporting methodologies many studies. systematic provides four propositions, studies: 1) vary execution and reporting; 2) have tendency towards methodological vagueness; 3) do apply sole method; 4) are versatile. can serve point departure for novice researchers wishing engage with research. We suggest further needed