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Web Survey Bibliography

Title Mixed Methods in Online Research; Conceptualisation and Future Research Agenda
Year 2009
Access date 17.08.2009

In marketing research, the application of an integrated mix of different methods is growing constantly (see e.g. Tomczak, 1992; Angerer et al., 2006; Srnka, 2007). Applying a mix of various methods enables researchers to draw a more holistic picture of the topic under scrutiny. Mixed-method designs incorporate both the combination of methodologies (qualitative and quantitative) as well as different methods of data collection (e.g. classical questionnaire surveys and neuroimaging experiments). Within mixed-method designs, different methods are integrated throughout the whole research process (see therefore e.g. Schulenberg, 2007). Given that selecting the method is strictly driven by the research problem that is to be solved, there are various ways of how to integrate methods of data collection aiming at gaining more comprehensive results. New technologies increase the value added gained by the interplay of quantitative and qualitative types of data and analytic techniques. Decades ago, no one would have thought about ‘netnography’ (Kozinets, 2002; Kozinets, 2006) and the usage of Web 2.0 applications (Hagemann and Vossen, 2008; Jepsen, 2006) such as internet community platforms for marketing research purposes (data collection or the recruitment of test subjects). In our present study we evaluate the status quo of mixed-method designs in empirical marketing studies integrating internet-based approaches. We have reviewed and analysed scientific publications over the past decade in which internet-based mixed-method studies had been conducted in order to be able to derive implications for the design of future mixed-method investigations. Based on these findings, we suggest ‘cases for further research’. In these cases we discuss theory-based conceptual thoughts on selected topical areas and propose adequate empirical designs combining both qualitative and/or quantitative and offline and/or online approaches. We especially focus on the integration of different online-based methods of data collection, different online-based data sources and opportunities for recruiting test subjects over the internet. Our idea of mixed-method designs including online-based approaches goes therefore far beyond the mere combination of online and offline methods in terms of a mixed-mode study.

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Year of publication2009
Bibliographic typeConferences, workshops, tutorials, presentations
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Web survey bibliography - General Online Research Conference (GOR) 2009 (54)

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