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Title: Hosting a successful metamodern party: Mixed methods management research on the web 2.0+
Authors: Zarkada, Anna K. 
Panigyrakis, George G. 
Tzoumaka, Eugenia 
Keywords: Survey;Surveys;Cognitive interviewing
Category: Media and Communications
Field: Social Sciences
Issue Date: 1-Jan-2017
Source: Innovative Research Methodologies in Management: Volume I: Philosophy, Measurement and Modelling 1 January 2017, Pages 1-2
Abstract: There is an academic consensus that mixed methods designs can help overcome the inherent limitations of single method protocols because they simultaneously provide data depth and breadth whilst safeguarding generalisability and transferability of results. Still, their use in academic research remains limited due to the high costs involved. In this chapter it is argued that a large part of the resource restrictions can be reduced by using the internet for sampling and data collection. A study of the consumer-based brand equity of celebrity footballers is presented as an example of an exploratory sequential mixed methods design combining on line sampling, focus group participant recruitment, and quantitative data collection with traditional focus groups. The chapter provides checklists and practical tips for selecting and designing data collection platforms, managing research ethics and applying research promotion strategies. It demonstrates that online research increases rather than sacrifices data quality and argues for the necessity of combined on and offline mixed methods management research enriched with state-of-the-art technology developed by businesses. Moreover, it offers industry an academically sound testing of their digital marketing practices. Finally, the effect of aligning academic research with the realities of the Web2.0+ lived experience on the academics’ role identity is explored.
ISBN: 9783319643946
ISSN: 2-s2.0-85042840052
DOI: 10.1007/978-3-319-64394-6_1
Rights: © The Author(s) 2018.
Type: Book Chapter
Appears in Collections:Κεφάλαια βιβλίων/Book chapters

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