Management and Marketing Seminar entitled Mixed-Methods Research: What Can Leading Insight Practitioners Teach Us?
A mismatch is evident between academia and leading marketing research practitioners in their use of mixed methods research (MMR). Reviews find few marketing papers in leading journals reporting MMR
(Hanson & Grimmer 2007; Harrison & Reilly 2011; Davis et al. 2011). Likewise, our content analysis of leading textbooks in marketing research finds little attention to MMR, except in specialist MMR texts
such as Tashakkori & Teddlie (2010) and Creswell (2014). Despite greater time pressures typical in commercial settings, MMR is becoming the norm in major companies and agencies, raising important
questions for marketing researchers and educators.
Our seminar aims to:
1) Examine academic and industry perspectives on MMR;
2) Illustrate uses of MMR in commercial marketing research;
3) Present a framework for understanding drivers of MMR in practice;
4) Assess parallels/mismatches between industry and academic practices;
5) Discuss implications for marketing researchers, educators, and managers.
We draw from a series of in-depth interviews with senior UK insight directors, telephone interviews, and a preliminary survey of US marketing insight directors.
Dr Peter McGoldrick is Professor of Retailing in the School of Materials at The University of Manchester. His research has attracted extensive peer-reviewed and industrial funding, including several grants
from the ESRC, EPSRC, DTI, OFT, EU and other funding organisations. Peter has published 200 books and papers, mainly in the fields of retailing and consumer behaviour. He serves on editorial review
boards for the Journal of Retailing, Journal of Business Research, Journal of Marketing Management, Journal of Marketing Communications, and European Retail Research. He has a number of
prize-winning papers, including a best paper awards at the World Marketing Congress and at the 2014 and 2015 AMS Annual Conferences, and a Journal of Retailing Outstanding Reviewer Award.
Dr Chih-Ling Liu is Assistant Professor in the Marketing department at Lancaster University Management School. Her research interests lie in exploring the relationship between identity, self and consumption
(e.g. identity projects in Consumer Culture Theory). Much of her research focuses on understanding how consumers achieve personal and/or relationship wellbeing through their various self-presentations.
Prof Peter McGoldrick
Role: Professor of Materials
Organisation: School of Materials, The University of Manchester
Dr Chih-Ling Liu
Role: Assistant Professor
Organisation: Lancaster University Management School
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