Multi-Method Analysis

Multi-Method Analysis (MMA) can be understood as an interdisciplinary approach to the triangulation of research results or deepening of knowledge gained as a result of classical hypotheses testing by means of statistical analysis. In this case, the synergy effect obtained by using MMA as a combination of the quantitative (survey research) and qualitative (In-Depth Interviews – IDI) analysis is presented. To achieve the empirical bases of the study, a theoretical model is used as a marketing management example. The model refers to firm performance as a result of customer lifetime value management. The essence of the case study is to present the whole research to illustrate the researcher's way of thinking from conceptual model development through quantitative hypothesis testing and qualitative explanation. The research was conducted from 2012 – 2013 in the insurance industry in Poland.

Problem-Based Learning Methodology

The objective of this chapter is to present the EcosSPORTech project, a cross-faculty project based in Vic (Spain) where the University of Vic has a central role in developing an enterprise with young people in order to develop sports and leisure activities in the natural environment, integrating Information and Communication Technologies (ICT). This project, which has the participation of students from different faculties (Business and Communication, Health and Wellness, and Education) using a Problem-Based Leaning (PBL) method, reinforces the idea of an entrepreneurial university that can create innovative solutions in order to promote social benefits; this is a university with a clear commitment to educating both professionals and citizens. The chapter also presents the project's communication policy, based on the UVic's corporate media: blog, magazine, and radio station. This project has the financial support of La Caixa Foundation (Obra Social La Caixa) and Vic's City Council.

Qualitative Response Regression Modeling

In most regression models, readers have implicitly assumed that the dependent variable (regressand) Y is quantitative. On the contrary, explanatory variables could take the form of qualitative (or dummy), quantitative, or a triangulation thereof. This chapter discusses the observed fundamental differences between quantitative and qualitative models through a clear definition of their individual objectives. This chapter also considers many models in which the regressand is a qualitative variable, popularly called categorical variables, indicator variables, dummy variables, or qualitative variables. This chapter shows why it is not compulsory to restrict our dependent variable to dichotomous (yes/no) categories by establishing inherent benefits in estimating and interpreting trichotomous or polychotomous multiple category response variable. Relevant examples for developing, analyzing, and interpreting a probability model for a binary response variable using three known approaches (i.e. linear probability model, logit, and probit models) is also discussed.

Analysing Blogs in Market Research

There are many research methods available to market researchers. The most common methods are the use of survey questionnaires and interviews. However, these methods are dependent on respondents' ability to recall their experiences accurately. The use of diaries in market research has been argued to be a more valid research method. Respondents record their experiences almost immediately after an event, and the data is thus subjected to less distortion. In addition, diaries generate a regular stream of undirected data in chronological order, which allows for deeper insights into consumption patterns and changes in attitudes or behaviours. More recently, the development of blogs or electronic diaries opens new possibilities for researchers interested in the use of diaries as a research method. The purpose of this chapter is to examine the use of blogs as a market research tool. The chapter first reviews the arguments for using blogs in market research. This is followed by an examination of two case studies using blogs in market research and a discussion on how blogs can be used effectively in such studies.

Netnography

This chapter seeks to impart understanding of Netnography as a new qualitative, interpretive research methodology that uses Internet-optimized ethnographic research techniques to study the online communities. As a method, Netnography is faster, simpler, and less expensive than ethnography, and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups. As a marketing research technique, Netnography uses the information publicly available in online forums to identify and understand the needs and decision influences of relevant online consumer groups. Compared to traditional and market-oriented ethnography, Netnography is far less time consuming and elaborate. Owing to the relevance of studying sensitive research topics, in particular when access to informants is difficult, Netnography can be applied in an analysis of cross-consumer online communication.

Grounded Theory and Market Research

One of the important issues in marketing research studies is the quality of them, especially qualitative researches. Considering some conditions lead to the achievement of high-quality qualitative researches (such as Grounded Theory), the objective of this chapter is to identify major criteria in the quality assessment of studies done on Grounded Theory. Within the current research study, the definitions of Grounded Theory, the validity of Grounded Theory, and the levels of studies on it are addressed. Furthermore, the way to operationalize Grounded Theory in marketing research studies is dealt with. Next, the major elements in the quality of studies done on Grounded Theory and the duties of marketing researchers against qualitative research studies are discussed. Finally, the unique characteristics of Grounded Theory are introduced, and the studies done in this regard are summed up.

Reflexivity in Qualitative Research

This chapter seeks to extend current knowledge relating to the role of reflexivity as an innovative research method. The authors consider the significance and importance of reflexivity within market research and aim to emphasise the advantages and contexts in which it should be applied. The intention of reflexivity within market research is to extract and accumulate richer, authentic, and more emotive data from research participants. The authors outline the significance of considering researcher reflexivity within qualitative research but then extend the concept by suggesting that we should in fact evoke informant self-reflexivity as a means to accumulating a richer description (Geertz, 1973) and interpretation of the phenomena under investigation. The authors then discuss the importance of co-researcher reflexivity where the researcher and the study participants co-create knowledge, as they collectively and actively engage in the research process with an equal interest. The findings offer significant insights into the significance of researcher, informant, and co-researcher reflexivity and argue that the use of researcher and informant self-reflexivity contributes to producing multiple voices, as well as data triangulation within market research.

The Second Generation of the Laddering Methodology and Its Use in Studying Decision Making

The laddering technique can be considered a meaning-based qualitative approach for understanding preferences, motivations, and other general determinants of consumer and organizational choices. This chapter begins by presenting the original version of the laddering technique and its limitations and then introduces the technique's second generation. Based on Means-End Chains Theory (MEC Theory), the laddering methodology is used to uncover mental schemas in the form of cognitive maps by using principles derived from social network analysis. The bases for motives, goals, or values can be studied with such procedures. It also allows us to understand the influence of cognitive schemas on attitudes and behaviors through appropriate quantitative tests. Using data from a sample of 102 members of the Ducati community participating in a motorcycle event, the authors present the rationale and procedures involved in laddering and illustrate its overall approach while discussing its strengths and weaknesses.

Theoretical and Empirical Comparative Analysis on Quantitative and Qualitative Marketing Researches

This chapter focuses on the similarities and differences between quantitative and qualitative marketing research projects and the possibilities of combining them in triangulation. The comparative analysis of both types of the research was conducted on the basis of literature review and the empirical research results, which were obtained from the evaluation of usability of Polish bank website. In the following sections, the authors discuss issues such as: 1) specificity of quantitative vs. qualitative marketing research, with regards to the implemented research projects; 2) methodological aspects of quantitative and qualitative research. They compare the selected research and sampling methods. Also, the problems which may occur with reference to quantitative and qualitative marketing research triangulation on different stages of the research project are discussed. Moreover, strengths and weaknesses of triangulation are analyzed. At the end, the example of quantitative and qualitative triangulation in the research project investigating the usability of websites is presented.

Triangulation in Organizational Research

The use of qualitative and quantitative methods in studying the same phenomenon has received attention among the scholars and researchers. As a result, it has become an accepted practice to use some form of triangulation in social research. In the social sciences, the use of triangulation can be traced back to Campbell and Fiskel. This was later developed by Webb and elaborated by Denzin beyond its conventional association with research methods and designs in science. The objective of science is to discover, describe, and explain the fact, whereas in the case of social science it is to observe, verify, and conclude. This chapter also covers the positivist view and the postmodernism and post-positivism paradigms of triangulation as well as the types of knowledge derived from the usage of triangulation in organizational research. This chapter concludes with how triangulation validates knowledge in human competence within an organizational setting.