Please use this identifier to cite or link to this item: https://ktisis.cut.ac.cy/handle/10488/14455
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dc.contributor.authorZarkada, Anna K.-
dc.contributor.authorPanigyrakis, George G.-
dc.contributor.authorTzoumaka, Eugenia-
dc.date.accessioned2019-07-10T08:34:16Z-
dc.date.available2019-07-10T08:34:16Z-
dc.date.issued2017-01-01-
dc.identifier.citationInnovative Research Methodologies in Management: Volume I: Philosophy, Measurement and Modelling 1 January 2017, Pages 1-2en_US
dc.identifier.isbn9783319643946-
dc.identifier.issn2-s2.0-85042840052-
dc.identifier.issnhttps://api.elsevier.com/content/abstract/scopus_id/85042840052-
dc.description.abstractThere 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.en_US
dc.language.isoenen_US
dc.rights© The Author(s) 2018.en_US
dc.subjectSurveyen_US
dc.subjectSurveysen_US
dc.subjectCognitive interviewingen_US
dc.titleHosting a successful metamodern party: Mixed methods management research on the web 2.0+en_US
dc.typeBook Chapteren_US
dc.collaborationAthens University of Economics and Businessen_US
dc.collaborationAmerican College of Greeceen_US
dc.subject.categoryMedia and Communicationsen_US
dc.journalsSubscription Journalen_US
dc.countryGreeceen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.identifier.doi10.1007/978-3-319-64394-6_1en_US
dc.identifier.scopus2-s2.0-85042840052-
dc.identifier.urlhttps://api.elsevier.com/content/abstract/scopus_id/85042840052-
cut.common.academicyear2019-2020en_US
item.grantfulltextopen-
item.fulltextWith Fulltext-
item.languageiso639-1other-
crisitem.author.deptDepartment of Public Communication-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.parentorgFaculty of Communication and Media Studies-
Appears in Collections:Κεφάλαια βιβλίων/Book chapters
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