CMN 2101 Chapter 11: CMN2101 Chapter 11: Abeza: Mixed Method Research
8 Nov 2016
School
Department
Course
Professor
Document Summary
The use of mixed methods in sport marketing. To inform the sport marketing academic community on the state and utilization of mixed methods approach in the field. Mixed methods research design: design differs based on timing of mixing (sequential vs. concurrent), priority/ weight given to each data type, stage of mixing two strands of data and theorizing. Sequential explanatory design: collect and analyse quantitative data => qualitative follow up. Insightful when the emerging results are unexpected. Findings are mixed at the interpretation phase. Drawbacks: the length of time it requires to complete the two separate phases of study. Sequential exploratory design: collect and analyse qualitative data => quantitative follow-up. To develop variables or construct new instruments of design, to generalize qualitative findings. Ex. qualitative findings used to develop scale items for survey. Data are mixed at the interpretation phase/ discussion section. Drawbacks: longer time to complete the separate phases.
