Introduction

Today, complex and ever changing customer behavior asks for alternative and flexible research methods to capture 'real life consumption situations'. The actual behavior of the customer as well as technology-based new research techniques are drivers for alternative research methods other than classical survey-based approaches. Mixed-method-designs incorporate both the combination of methodologies (qualitative and quantitative) as well as different methods of data collection (e.g., classical questionnaire surveys and neuroimaging techniques). Triangulation, i.e. combining different empirical methods, has had a long history in both qualitative and quantitative research. In qualitative research, triangulation represents the overall expression for various methods ensuring meeting certain quality factors. In the quantitative paradigm, the main idea of triangulation in terms of combining different methods or procedures can also be found figuratively, e.g., in assessing construct validity by applying Multitrait-Multimethod Analyses (see therefore, e.g., Manson, Levine and Brannick, 2000). Especially, when it comes to capturing latent variables in business research, mixed-method-designs in various forms can be very purposeful. In this sense, creating mixed-method-designs (combining qualitative and quantitative methods within one study) can be seen as another form of triangulation (see Deshpande, 1983). Within business research, various disciplines and among those particularly in marketing and management, latent variables explaining, e.g., attitudes, cognitions, emotions or behavior of the individuals involved are of core interest (see, e.g., Brashear, Brooks and Boles, 2004; Hansen, 2004). Hurmerinta-Peltomaki and Nummela (2006) found out that the application of mixed-methods in international business research can offer real benefit and create various types of added value. Nevertheless, particularly the promising combination of different methodological approaches throughout the entire research process still remains underutilized (Hurmerinta-Peltomaki and Nummela, 2006).

In marketing research, quantitative methodology is still be seen as the dominant paradigm. Very recently, researchers plead for more mixed-method approaches (Angerer, Foscht and Swoboda, 2006; Srnka, 2007). Tomczak already argued in 1992, that the marketing discipline could benefit from a greater number of qualitative methods (Tomczak, 1992). Qualitative methods applied in marketing research range from in-depth interviews, problem-centered-interviews or focus group discussions to artefact analysis, multimedia documents or material gained from Web 2.0 applications. Quantitative research is usually confined to filling in questionnaires, paper&pencil-style or administered online. A mixed-method approach in the sense of methodological triangulation combines the advantages of each method and thereby contributes to overcoming the weaknesses of the methods involved. Consumer behavior research can benefit if mixed-methods are used more frequently. Recently, Lee and Broderick (2007) discussed the role of observational research in marketing. In this context, they also evaluated neuroimaging techniques and their contribution to consumer behavior research (Lee and Broderick, 2007). Within the marketing discipline, the application of such methods to measuring latent constructs is still limited, although some researches have already recognized the potential of the so called 'neuromarketing-approach' (see, e.g., Kenning, Plassmann and Ahlert, 2007; Lee, Broderick and Chamberlain, 2007).

Methodological pluralism can help drawing a broader picture of consumer behavior, provided that selecting the method is strictly driven by the research problem that is to be solved. Neither remaining in mainstream-paradigms nor an 'anything goes'-kind of application of qualitative and/or quantitative methods is promising. If, e.g., the measurement of latent constructs such as satisfaction in marketing research, is aimed for, it would not be purposeful to conduct one or two qualitative in-depth-interviews as we wouldn't get a quantitative measure of satisfaction out of this procedure. In this case, the researcher should rather focus on the following steps: first, ensuring that the latent construct s/he wants to measure exists in a quantitative manner, in order to be able to establish a sound measurement scale that can be administered in, e.g., an online-survey to get information about the satisfaction of the customer, the employee etc. on a larger scale. If however, e.g., s/he is interested in evaluating user needs and requirements within a customer integrated new product development process, an exploratory qualitative approach to assess performance satisfaction will be helpful. Summarized, the scientific problem that is to be solved determines which method is superior over the other in the specific case. Consequently, we do not endorse the view that the qualitative approach may confirm quantitative findings and vice versa. Rather do we believe that each methodological framework represents a different perspective and quantitative and qualitative analyses provide complementary insight. Quantitative methods tend to focus on a few variables which are to be assessed as precisely and accurately as possible. Typically, the whole population is in the center of interest. Qualitative approaches are oriented more broadly and comprehensiveness has priority over precision. Furthermore, the individual consumer is focused on. A combination of methods referring to populations on the one hand and to individuals on the other is particularly promising given that findings on the population level do not necessarily hold for the individual as Borsboom (2005) recently pointed out (Borsboom, 2005). For instance, regarding mixed-methods, case studies lend themselves in this respect as a meaningful extension to quantitative studies (see, e.g., Koller and Salzberger, 2008).

Furthermore, technology plays an important role. Decades ago, no one would have thought about using Web 2.0 applications such as Internet Community Platforms for marketing research purposes, data collection or for the recruitment of test persons. Nowadays, online administered questionnaires are already well established instruments within the portfolio of research methods. Very recently, technological innovations, adopted from other disciplines such as neuroimaging techniques (e.g., fMRI) adopted from neuroscience, offer new possibilities of gaining a closer look at the 'black-box' of the consumers' brain activities correlating with observable buying behavior. Furthermore, mixed-method-designs are promising even within a single scientific discipline, e.g., within the field of neuroscience. When applying neuroscientific methods in business and marketing research, a combination of, e.g., electroencephalography (EEG), functional magnetic imaging (fMRI), galvanic skin response (GSR) and eye-tracking within one study can contribute to a holistic picture of the research problem under scrutiny. Furthermore, 'classical' qualitative and/or quantitative investigations can be added to either serve as pre-studies to the neuroscientific experiments or in addition to deliver observational behavioral information. Psychophysiological knowledge on consumer behavior perfectly fits in a mixed-methods-approach by contributing to both exploratory qualitative research and addressing content validity issues of a latent construct as well as building the base for establishing appropriate measures by alternative measurement models such as advanced Item Response Theory (IRT) models. Methodological triangulation in terms of mixed-method-designs qualifies for an intensified application in business research as long as criteria ensuring quality of both qualitative and quantitative approaches are met and a significant contribution to scientific knowledge is guaranteed. In terms of ensured research quality, qualitative endeavors have to be comprehensible, conceptually and methodologically well founded, quantitative work should incorporate alternative modern measurement theories such as IRT to overcome the weaknesses that are involved in classical test theory.

Desphande (1983) points out, that qualitative research can contribute to the whole research process, starting from the first theoretical conceptualization of the topic to interpreting findings of a quantitative study and pointing out future research (Deshpande, 1983). It should be noted that methodological triangulation can be applied during the whole research process. Qualitative research can certainly assist as an exploratory pre-study to a quantitative study but shouldn't be solely limited to this function. It can also be carried out after a quantification step, helping to interpret results.

The benefit gained from mixed-method-desings exceeds the results of a mere sequential procedure of, e.g., a qualitative pre-study helping to establish the quantitative questionnaire. Within mixed-method-designs, different methods are integrated throughout the whole research process (see therefore, e.g., Schulenberg, 2007). New technologies increase the value added gained by the interplay of quantitative and qualitative types of data and analytic techniques. Different methods of data collection applied within one empirical project or even carried out simultaneously, have a high potential to draw a more holistic picture of the phenomenon under scrutiny. The strength of mixed-method-designs lies in the integration of various methods throughout the whole research process rather than their mere sequential combination. The aim of the present article is to give an impulse for crossing methodological boundaries and identifying some new topical 'blind spots' within consumer behavior that could benefit from mixed-method-investigations. In the following, three examples of possible research directions are given. Within each example, both conceptual as well as empirical issues are discussed. The first two examples comprise content-related issues whereas the third example deals with possible longitudinal methods that can be incorporated within a mixed-method approach.

Selected Examples for Mixed Method Investigations

In the following, three selected topical examples within the field of consumer behavior research, where mixed-method-designs are appropriate, are given. The first example deals with psychological phenomena in consumer behavior such as cognitive dissonance and self-related psychological variables. The second example suggests having a closer look at the research methods themselves. It is hypothesized that among other factors personality traits can have a major influence on the research respondents' evaluation and acceptance of different methodological approaches. As it lies in the nature of mixed-method-designs, there are typically various methods applied subsequently or even simultaneously. Therefore it is important to have detailed knowledge about triggers and obstacles of those methods from a respondents' point of view. Information regarding the respondents' willingness to participate in the study, his/her needs and requirements to successfully complete the tasks required, etc. should be collected. Regarding longitudinal mixed-method-designs, the third example discusses the application of the diary method in consumer behavior research.

Self-related psychological phenomena
Self-related psychological phenomena such as self-esteem, self-consistency or ego-involvement have already been targeted in cognitive dissonance research within various contexts in psychology (Aronson, 1999; Cooper, 1999; Nail, Misak and Davis, 2004; Stone and Cooper, 2001). In marketing research, empirical studies investigating cognitive dissonance are usually conceptualized differently. Explanations of cognitive dissonance in terms of the self are still rare considering marketing applications. In general, investigating the individual purchase-decision-making-process and the psychological constructs involved have always been relevant topics in consumer behavior research. Central constructs such as cognitive dissonance (Festinger, 1957, 1964) have been adopted from other disciplines, primarily from psychology. In terms of methodology both quantitative as well as qualitative studies have been carried out with the aim of getting a better understanding of the psychological states during decision-making in order to be able to advise marketing activities. Whereas in psychology, cognitive dissonance, defined as "uncomfortable motivational state due to the existence of two or more non-fitting relations among cognitive elements" (original definition by Festinger, 1951, reduced to its core meaning relevant for the present research), has traditionally been captured within experimental settings, marketing research shifted its effort to the direct measurement of this latent construct (see, e.g., recent publications by Soutar and Sweeney, 2003; Sweeney, Hausknecht and Soutar, 2000). Furthermore, Koller and Salzberger (2007) recently introduced a dissonance scale based on advanced item response theory (Koller and Salzberger, 2007).

Especially, when it comes to investigating cognitive dissonance and self-related concepts such as self-efficacy, self-esteem or even lifestyle components and their relevance within purchase decision-making, little is known about these issues in real purchase situations. Qualitative methods could in an initial stage of research help to develop a better understanding of specific phenomena involved, whereas the existence of sound measures is an indispensable condition for a proper application of subsequent quantitative methods. In this sense, a mix of qualitative and quantitative methods is particularly promising. Investigating psychological constructs such as perceived risk, cognitive dissonance or satisfaction based on small sample sizes, more qualitatively oriented longitudinal designs could by successfully applied to capture the whole development of the customers' emotional states during decision-making (see, e.g., Koller and Salzberger, 2008). Qualitative data helps to gain a deeper understanding of emotions expressed or actions taken. Analyzing individual case studies can complement quantitative findings and can assist in interpreting them in order to develop marketing activities.

We propose that the investigation of psychologically based concepts of the self (self-efficacy, self-esteem and lifestyle) and their relevance for the occurence of cognitive dissonance during purchase decisions should be put on a future research agenda applying mixed-methods. As a first stage of research, exploratory qualitative methods are suggested. Problem-centered interviews including critical-incident-technique as well as focus group discussions mainly incorporating projective questions could be applied to gain first insight into the topic. A set of different purchase situations should be covered:

• online versus classical instore shopping,
• high versus low-involvement products and/or services,
• purchases for the whole family, for the kids or for oneself,
• gender-specific products and/or services targeting exclusively men or women.

Although cognitive dissonance has had a long tradition in both psychology and marketing, there are still 'blind spots' that need to be addressed in more detail. From a methodological point of view the mixed-method approach seems to be promising for future practical marketing research. Qualitative data not only helps understanding fundamental principles in an early stage of research but can also complement quantitative findings based on sound measures by shedding new light on intrapersonal details. Regarding fundamental research, neuroimaging methods such as fMRI could assist to gain new insights into the conception of latent decision-related constructs such as cognitive dissonance as well as self-related phenomena. In neurology Pruessner et al. (2005) have already found some interesting correlatives of self-esteem and locus of control by applying MRI (Magnetic Resonance Imaging) (Pruessner et al., 2005). Neuroimaging techniques can help to validate previous findings and complement a mixed-method approach by adding psychophysiological information to observed findings of practical marketing research in real consumption situations. Furthermore, methodological triangulation of mixed-methods can include other qualitative methods as well, such as artefact analysis. Analyzing written documents (postal letters and email) as well as audio-recorded complaint behavior material would complement previous findings in this area of research.

Respondents' preferences for marketing research methods

The success of empirical studies investigating psychological phenomena of purchase decision-making within 'real world' situations is heavily depending on the subjects' willingness to participate in the study as well as on their compliance regarding the research methods applied. As there is a broad range of different qualitative and quantitative methods available in practical marketing research, when deciding about the empirical design of a study, the method should be chosen based on its appropriateness for the research problem but also regarding respondents' preferences. The latter can significantly influence the whole data collection procedure, if, e.g., the test person doesn't want to accomplish the tasks required properly. In order to avoid loss of resources, those possible threats should be taken into account in advance. Unfortunately, little is known about the subjects' acceptance, needs and requirements regarding various methods of data collection. Furthermore, regarding the design of future research projects, knowledge about personality traits and gender-specific preferences of alternative research methods and situational factors arising from the field of application influencing these preferences would be very helpful. To our knowledge, there is still little known about, e.g., motives for participating in online-surveys versus paper & pencil questionnaires. Regarding quality of applied research in terms of representative samples, knowledge about these issues is important to establish a meaningful database (e.g., online-panels) when conducting online-surveys. Depending on the research problem and the context of application that is to be investigated, empirical research in marketing used to deploy the whole set of quantitative and qualitative methodologies available in social sciences. Neuroimaging methods such as fMRI can contribute to fundamental research in terms of a better understanding of content and construct validity of latent constructs. The application of neuroimaging methods is often quite new for researchers and even more unfamiliar to subjects involved in empirical studies. As these methods are especially promising to shed new light on the understanding of latent constructs involved in decision-making, it is important to have comprehensive knowledge about the subjects' acceptance of these methods. The number of publications dealing with participants' needs and requirements when taking part in neuroscientific studies is still small. Cooke et al. (2007) and Senior et al. (2007), e.g., have recently addressed the participant's experiences of taking part in research involving fMRI or MEG procedures by applying a mix of quantitative and qualitative methods (Cooke et al., 2007; Senior et al., 2007).

We propose that it is of utmost importance for the successful accomplishment of empirical mixed-method studies to have empirical information on preference for research methods based on personality traits. Motivated by our previous practical marketing research experience over the past years regarding various fields of applications (ranging from studies in culture marketing to longitudinal studies in tourism and services marketing) we are interested in whether there are differences due to personality factors and gender when it comes to the willingness to participate in marketing research studies. Specifically, future research should try to find out whether there is a male-female-difference regarding the acceptance of qualitative versus quantitative methods and single-point-in-time versus longitudinal studies.

Furthermore, information on the willingness to invest time and personal effort as well as on the importance of getting incentives for participation in empirical studies is required. Comprehensive knowledge about the general acceptance of a set of selected methods is necessary:

• qualitative (in-depth interviewing) versus quantitative (questionnaires) in general
• selected qualitative methods (in-depth interviews, problem-centered interviews, focus group discussions)
• mixed methods and longitudinal designs, especially diary studies via paper&pencil instruments
• online versus paper&pencil questionnaires
• alternative approaches such as fMRI.

Within this research framework, a mixed-methods approach can be applied. In an early stage of research, qualitative in-depth interviews and focus group discussions will give first insight into the topic. Based on those findings, quantitative acceptance studies are to be conducted especially focusing on methods that are fairly new on the marketing researcher's agenda such as fMRI. Within the quantitative stage of research, the underlying conceptual research model including the behavioral constructs under scrutiny will be based on preliminary findings gained from the exploratory qualitative work. Empirical knowledge regarding these issues helps optimize future empirical studies, especially if researches have to grapple with limited human, monetary and time resources.

Longitudinal approaches in mixed-methods--suggesting the diary method

In psychology and medical research, the diary method has already had a long tradition and lends itself to capture the development of individual psychological and health-related states (see, e.g., Conner, 2004; Feldman Barrett et al., 2001; Laireiter and Thiele, 1995; Leigh, 2000; Pietromonaco and Feldman Barrett, 1997; Wheeler and Nezlek, 1977; Wheeler and Reis, 1991). Depending on the research aim, there are different types of diaries (time-based versus event-based designs) as well as different types of documenting the information required (traditional paper&pencil versus software and computer-assisted methods, e.g., the experience sampling method (see, e.g., Bolger, Davis and Rafaeli, 2003; Conner Christensen et al., 2003; Feldman Barrett and Barrett, 2001). Although this kind of longitudinal approach has already proved to be suitable in other disciplines, the application in marketing research is still rare. Kirchler (1988), Kirchler et al. (2000), Koller (2006) and Koller and Salzberger (2007) are examples out of only few studies in consumer behavior research that have successfully applied the diary method regarding purchase decision-making (Kirchler, 1988; Kirchler et al., 2000; Koller, 2006; Koller and Salzberger, 2007). Based on the fact that longitudinal studies are still scarce compared to cross-sectional investigations of purchase decision-making, it is worth taking a multidisciplinary look to evaluate possible methods appropriate for longitudinal designs to shed new light on consumer behavior knowledge. The present paper addresses this issue. We base our discussion on a diary study carried out to gain insight into the psychological state of the customer during the decision-making process in a service context. Besides the theoretical interest of gaining knowledge on the development of the latent constructs (such as perceived risk, cognitive dissonance and satisfaction, both from a conceptual and measurement point of view), we had the participants evaluate the appropriateness of the diary method in this context of application. Right after the last diary sheet, we administered a questionnaire addressing topics such as the participants' experiences during filling in the diary sheets, the role of incentives offered, etc. Based on these findings, we propose a future research agenda incorporating more longitudinal and mixed-method approaches.

In the following we want to give a short topical example, why we think that there is a need for more longitudinal empirical studies in consumer behavior research to overcome obstacles in terms of both conception and measurement of latent constructs. Regarding the individual purchase decision-making process, there are certain psychologically based constructs that lend themselves to be investigated in order to be able to understand the customers' behavior during decision-making: perceived risk in early stages of the process, mostly prior to the final purchase decision, cognitive dissonance after a decision has been made and satisfaction during the consumption (in case of services) and use (in case of physical products) phase.

Koller and Salzberger (2007) developed a short measurement scale for cognitive dissonance based on the Rasch model (Rasch, 1960). Their findings support the assumption [some other authors had already raised the question whether dissonance is strictly limited to the post-purchase phase, see, e.g., Frey, 1981; Oliver, 1997; Soutar and Sweeney, 2003; Sweeney et al., 2000] that cognitive dissonance isn't just an elusive phenomenon right after the purchase, as it was originally assumed within cognitive dissonance research both in psychology and marketing (see, e.g., Engel, 1963; Festinger, 1957). In fact, cognitive dissonance is relevant to be taken into account during the whole decision-making process. Diffuse feelings of uncertainty, comprised in all of the psychological constructs involved (perceived risk, cognitive dissonance and (dis)satisfaction) can serve as the linking psychological element in this regard (Koller and Salzberger, 2008). Practical marketing research is often limited to the investigation of general customer satisfaction. As empirical findings suggest that there are other purchase-related phenomena such as cognitive dissonance that can strongly influence the level of satisfaction (Koller and Salzberger, 2008; Sweeney, Soutar and Johnson, 1996), companies are advised not to limit their research to global satisfaction measures. This is especially important when companies want to learn more about the decision and consumption process of their customers in order to understand their needs and requirements in terms of consultancy activities. Regarding the measurement of both cognitive dissonance and overall satisfaction, there is one major obstacle that has to be dealt with, namely the timing of measurement. As satisfaction with the product or service is traditionally defined to occur mostly during the use or consumption phase, capturing this latent construct is more easily by applying retrospective satisfaction-questionnaires. However, measuring cognitive dissonance, as it is a relevant phenomenon throughout the whole decision-making process right into the post-consumption phase (see therefore, e.g., Koller and Salzberger, 2008), it is crucial to choose the right time of measurement.

Applying the diary method to capture the whole decision-making process can assist in this context. As we already pointed out above, we conducted a study evaluating the diary method right after the major longitudinal study. In sum, we accompanied 59 participants during their whole decision-making process in a service context. The data collection period therefore exceeded more than 12 months in some cases. Based on the long participation period and the relatively high effort for the participants, compared to a cross-sectional study, the overall number of 59 participants was very satisfying. People had to fill in a series of different diary sheets (up to a length of 4 pages), documenting both quantitative (regarding the levels of perceived risk, cognitive dissonance and satisfaction) as well as qualitative in-depth information regarding the decision-process. All questions on the evaluation of the diary method and on motivational factors for participation were offered with a 7-point-rating scale, end-points verbalized as 1=totally disagree to 7=totally agree. Moreover, participants were not paid but got small incentives throughout the data collection period (e.g., chocolate, bookmarks, Christmas cards). Overall, participants evaluated the diary method quite positively (the mean of the item: 'Participating in the diary study was fun to me' amounted to 4.87, n=46). People had no difficulties to understand the questions or to perform the tasks required while participating ('I had no problems understanding the questions asked' mean=5.84, n=45). Participants were also quite happy with the degree of support provided by the research team ('I would have appreciated more support', mean=1.80, n=45). Regarding the period of data collection and the number of diary sheets to be completed, there is a hint that participants would have appreciated a shorter period and a lower number of diary sheets ('The period of participating in the study was too long' mean=3,73, n=45; 'Filling in the diary sheets multiple times was annoying' mean= 4.73, n=45; 'Filling in the diary sheets got harder each time' mean= 4.28, n=46). Based on these results, future empirical designs should especially focus on the length and the number of diary sheets. Both should be kept as short as possible. Within longitudinal studies, the worst thing that could possibly happen is that participants discontinue to fill in the questionnaires. Therefore, we were interested in how important incentives and other motivational factors are for continuous participation. Regarding these issues we got some interesting results. 'Getting incentives' was scored rather low (mean=2.49, n=35) compared to other motivational factors such as 'Individual personal interest' (mean=4.63, n=38) and 'Support provided by the research team' (mean=5.30, n=40). These results indicate that personal support is rated even higher than incentives offered. Nevertheless, the provision of some small incentives is suggested. Especially when the problem of possible 'favorable evaluations' in terms of answers motivated by social desirability of the respondents are taken into account (see in this context also the results by Evangelista, Albaum and Poon, 1999 regarding alternative theories of survey response behavior; Jobber, Saunders and Mitchell, 2004). Based on our initial analysis we conclude that the diary method serves pretty well when it comes to investigating individual purchase decision-making over a longer period of time. Further analyses regarding strengths and weaknesses of the method are currently under way and will allow for more comprehensive implications regarding the design of empirical diary studies addressing topics in consumer behavior. Furthermore, we suggest conducting parallel research using a different research method (in terms of mixed-method-designs) for comparison to underline the appropriateness of the diary method.

Conclusion and Discussion

Regarding theoretical considerations, methodology and empirical methods, we propose the following agenda for future research related to decision-making in consumer behavior:

• Incorporating more longitudinal investigations in various theoretical fields in order to get a better understanding, more precise data and develop new theories in consumer behavior. More knowledge is needed on, e.g., individual purchase-decision making regarding climate change issues, lifestyle and consumption patterns, family decision-making, purchase decision-making of members of disadvantaged groups, lifetime decision-making regarding cultural activities, etc. New innovative methods of data collection such as the diary method but also other methods such as 'shopping with consumers (SWC)', proposed by Lowrey, Otnes and McGrath (2005) (see Lowrey, Otnes and McGrath, 2005) are seen to be suitable approaches in this regard.
• The already observable tendency towards a methodological mix of qualitative and quantitative approaches in marketing research (see, e.g., Angerer et al., 2006; Tomczak, 1992) should be intensified. Especially in consumer behavior, the investigation of various phenomena and issues can benefit from mixed-method-designs. A combination of methods referring to populations on the one hand and to individuals on the other is particularly promising. Moreover, new technologies offer a range of new research methods. Web 2.0-based approaches, such as netnography (Kozinets, 2002), are particularly promising. We think that integrating various methods in terms of mixed¬method-designs will significantly contribute to future business research in general and marketing research in particular.
• Furthermore, knowledge on individual purchase decision-making can benefit from a fortified multidisciplinary way of thinking. The very recent publications on dissonance in marketing research revealed that the revival of this theory in marketing research was a worthwhile undertaking. One decade ago, dissonance had almost completely disappeared within the field of consumer behavior research. However, in other disciplines such as psychology it has always remained on the research agenda and new fundamental findings have been revealed (Brownstein, 2003; Egan, Santos and Bloom, 2007; Harmon-Jones et al., 2008; Simon, Greenberg and Brehm, 1995). Regarding decision-making in general and psychological phenomena in particular, consumer behavior research can benefit from psychology, brain research (especially regarding neuroimaging techniques, see, e.g., Brenner, Koller and Salzberger, 2008; Lee and Broderick, 2007; Lee et al., 2007), sociology and ethnography.

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