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Eds), Advances in Consumer Research, Vol. 17, Association for Consumer Research, Provo, UT, pp. 159-69. B. M. , Sage Publications, Thousand Oaks, CA. M. ) (1994), Critical Issues in Qualitative Research Methods, Sage, Thousand Oaks, CA. P. G. J. ), Advances in Consumer Research, Vol. 13, Assocaition for Consumer Research, Provo, UT, pp. 181-6. S. and Marshall, R. (1998), “An empirical study of the purchase role structure in Korean families”, Psychology and Marketing, Vol. 15 September, pp. 563-76.
The implication therefore is that different techniques are required in order to explore family decision-making behaviour. The study of consumer behaviour within the marketing literature however, has examined many issues regarding the purchasing behaviour of families. Our belief is that the knowledge gained from this line of research may assist in a better understanding and prediction of decision-makers’ actions in the real estate market (Gibler and Nelson, 1998). The focus of this study is, therefore, to determine whether the extant literature relating to family decision making and family member influence mirror the decision making process in the purchase of a family home.
Although Kummerow specifically suggests the combination quantitative and qualitative techniques to improve information in local applications, this observation could equally be applied as a rationale for combining data collected by survey methods with rigorous methods of statistical analysis. This paper is illustrative of the way in which the analysis of data of this sort can allow us to augment existing empirical facts. It is also illustrative of the principle that a multi-disciplinary behavioural research agenda should be developed in order to develop a better appreciation of the market process occurring in the “black box” that tends to be assumed away in most quantitative studies of market outcomes.