ABSTRACT
Approach to “In-Context” Research ............................................. 236 12.3 Phenomenology ........................................................................................... 237 12.3.1 Integrating Quantitative and Qualitative Approaches ................... 238 12.3.2 Authenticity of Consumer Voice: Ethnography,
Phenomenology, and Participatory Action Research .................... 239 12.4 Practical Application of Methods-A Case Study .....................................240 12.4.1 Analysis .........................................................................................242 12.4.2 Implications for Practice................................................................242 12.5 Selecting the Best Participants: Sampling Strategy .................................... 243 12.5.1 Sample Size ................................................................................... 243 12.5.2 Toward a More Authentic Dialog with People ..............................244 References ..............................................................................................................244
