CMN 2101 Chapter Notes - Chapter 0: Content Analysis, Deeper Understanding

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: N/ A

Document Summary

Summary mixed methods research in sport marketing (by: abeza et al. Research methods qualitative and quantitative modeling approaches. Quantitative more frequent than qualitative in terms of sports marketing research. The fields that required more research were: marketing, management and communication. Mixed methods is sometimes a better alternative as it gives an all-round understanding that gives more information than either of the two individually. Requires collecting, analyzing and mixing qual/quan data and to overcome either of their weaknesses by using the other. Different rationales to conduct research in mixed methods: Criteria of the typologies: combo: theorizing (explicit or implicit) Sequential means data is followed by another. 2) qualitative follow-up to understand quantitative better. 2) quantitative follow-up to understand qualitative better. Guided by theoretical perspective like conceptual framework *this is its difference from the previous 2. Priority given to both or either (quan qual or qual quan) Also known as traditional mixed methods design.