Using Qualitative Comparative Analysis to Identify Complex Solutions and Optimal Combinations of Conditions Influencing COVID Vaccine Acceptance: A Primer for QCA

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aut.relation.endpage306
aut.relation.issue2
aut.relation.journalJournal of Macromarketing
aut.relation.startpage276
aut.relation.volume44
dc.contributor.authorBrush, GJ
dc.contributor.authorGuo, X
dc.contributor.authorHunting, A
dc.contributor.authorFrethey-Bentham, C
dc.date.accessioned2024-06-27T02:31:29Z
dc.date.available2024-06-27T02:31:29Z
dc.date.issued2023-08-09
dc.description.abstractQuantitative studies in marketing are dominated by variance-based approaches. These have limitations for understanding macromarketing outcomes that often derive from different combinations of causal conditions, and where factors productive of the same outcome may be different from those impeding it. In this paper we draw on set-theoretic theory and propose qualitative comparative analysis (QCA) as an analytical method able to complement and extend macromarketing research programs. Fuzzy-set QCA is used to explore combinations of conditions influencing COVID vaccine adoption, with readers provided with detailed guidance through the process and current best practices. We consider a number of important but often neglected issues in fuzzy-set QCA; outlining how to conduct robustness checks, appropriateness of a two-step approach, identifying individual cases with specific conditions for further analysis, and examining the problems and opportunities provided by irrelevant cases and contradictions. A summary of macromarketing issues that may benefit from QCA, and recommended practices for conducting a QCA, are provided.
dc.identifier.citationJournal of Macromarketing, ISSN: 0276-1467 (Print); 1552-6534 (Online), SAGE Publications, 44(2), 276-306. doi: 10.1177/02761467231182300
dc.identifier.doi10.1177/02761467231182300
dc.identifier.issn0276-1467
dc.identifier.issn1552-6534
dc.identifier.urihttp://hdl.handle.net/10292/17716
dc.languageen
dc.publisherSAGE Publications
dc.relation.urihttps://journals.sagepub.com/doi/10.1177/02761467231182300
dc.rights© The Author(s) 2023. Creative Commons License (CC BY 4.0). This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
dc.rights.accessrightsOpenAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subject3503 Business Systems In Context
dc.subject35 Commerce, Management, Tourism and Services
dc.subjectImmunization
dc.subject1399 Other Education
dc.subject1505 Marketing
dc.subject2103 Historical Studies
dc.subjectMarketing
dc.subject3506 Marketing
dc.titleUsing Qualitative Comparative Analysis to Identify Complex Solutions and Optimal Combinations of Conditions Influencing COVID Vaccine Acceptance: A Primer for QCA
dc.typeJournal Article
pubs.elements-id542233
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