Classical vs. Modern

Seminar in Marketing Research

Week 2-3, Group AClassical vs. Modern

Zohreh DaemiDr. Jill Murray

Walden University

Synthesis of Ideas From the Literature

Marketing researchers as a scientistsQuantitative methodologyPositivismEmpirically observed marketsReexamine positivist approach

Synthesis of Ideas From the Literature: Classical Versus Modern

Case research (Bonoma, 1985)Humanistic inquiry (Hirschman, 1986)Naturalistic inquiry (Holt, 1991)VALS (Shih, 1986)Reliability and validity (Golafshani, 2003)

Superficial Gaps in the Literature Qualitative methodology Mixed methods Constructivist view Evaluate the hypotheses (No gap: quantitative and

positivist) Research designs (5 qualitative approaches such as case

study, phenomenological, ethnography, narrative, grounded theory)

Threats to validity (Triangulation (mixed methods)) Implications of the findings (Qualitative and mixed

method research) Areas for further research (Reliability, validity and

triangulation)

Proposed research topic: Essential Steps in Marketing Research Process

and Overview of Survey Errors

Need For Marketing ResearchMarketing environment changing at a fast

paceMore focus on non-price promotionInformation required to analyze, plan,

implement and control marketing activities

Reasons to use Marketing ResearchImprove the quality of decision makingTrace problemsFocus on keeping existing

customersUnderstand the ever-changing

marketplace

Five Basic Functions of Marketing Research

Marketing Research ProcessThe process of planning, collecting, and

analyzing data relevant to a marketing decision.

Collecting the Information

Data Sources

Conducting a Survey The most popular technique for gathering

primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.

Many Ways of Collecting Data

Administrative ErrorInterviewer cheating - filling in fake

answers or falsifying interviewers Data processing error - incorrect data

entry, computer programming, or other procedural errors during the analysis stage.

Sample selection error -improper sample design or sampling procedure execution.

Interviewer error - field mistakes

Random Sampling ErrorA statistical fluctuation that happens

because of changing variation in selected elements for the sample.

Systematic Error

Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research.

Respondent ErrorA classification of sample bias resulting

from some respondent action or inactionNonresponse biasResponse bias

Nonresponse ErrorNonrespondents - people who refuse to

cooperateNot-at-homesSelf-selection bias

Over-represents extreme positionsUnder-represents indifference

Sample BiasSample bias happens when the results of a

sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

Response BiasA bias that occurs when respondents tend

to answer questions with a certain slant that consciously or unconsciously misrepresents the truth.

Auspices Bias Bias in the responses of subjects caused

by the respondents being influenced by the organization conducting the study.

Social Desirability BiasBias in responses caused by respondents

desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Compiling and Delivering the Report

Data MiningUse of technology to search through data Records looking for useful information. Finding statistical links that highlight

opportunities.

When Should Marketing Research be Conducted?

When value of research information exceeds the cost of generating the information.

When there is high level of uncertainty.

ConclusionIncorporating scientific, action, and case

study analysis is the most helpful methods to provide not just an understanding of a phenomenon, but also proven solutions to the research problem including survey errors.

Consideration for Future ResearchSome consideration for future research

includes in research in the methods that suggest additional quality checks by other researchers, systematic analytical procedures, providing contextual information and direct quotes, to ensure the articulation exist for altering of perceptions within the study and uncovering cases with different results.

ReferencesBonoma, T. V. (1985). Case research in marketing: Opportunities, problems and a process. Journal of Marketing Research, 22(2),

199-208. Retrieved from https://www.ama.org/publications/JournalOfMarketingResearch/Pages/About.aspx

Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Quarterly Report, 8(4), 597-607. Retrieved

from http://www.nova.edu/ssss/QR/QR8-4/golafshani.pdf

Holt, D. B. (1991). Rashomon visits consumer behavior: An interpretative critique of naturalistic inquiry. Advances in Consumer

Research, 18, 57–62. Retrieved from http://www.researchgate.net/journal/ 0098-

9258_Advances_in_consumer_research_Association_for_Consumer_Research_US

Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research,

23, 237–249. Retrieved from https://www.ama.org/publications/JournalOfMarketingResearch/Pages/ About.aspx

Prahalad, C. K. (2005). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Upper Saddle River, NJ:

Wharton School Publishing

Shih, S. (1986). VALS as a tool of tourism market research: The Pennsylvania experience. Journal of Travel Research, 24(4), 2-11.

Retrieved from http://jtr.sagepub.com/

Hewege, C. R., & Perera, L. C. R. (2013). In search of alternative research methods in marketing: Insights from layder's adaptive

theory methodology. Contemporary Management Research, 9, 343-360. Retrieved from http://www.cmr- journal.org/

Annotated Bibliography

Check, D. K., Wolf, L. E., Dame, L. A., & Beskow, L. M. (2014). Certificates of confidentiality and informed

consent: perspectives of IRB chairs and institutional legal counsel. Irb, 36(1), 1-8. Retrieved

from http://www.thehastingscenter.org

Summary

The researchers for this article investigated the framing of consent forms used by researchers. Also, the writers’

research ways researchers may appropriately inform participants as to what they may or may not be shared with

authorities and the public. The authors present a way to inform participants without losing their interest regarding their

involvement in the study. The findings were ways one may frame a consent form to reflect one’s legal responsibility.

Critical Analysis

The study is a qualitative multiple case analysis. The researchers investigated IRB chairs and academic legal

counselors. The findings are not generalizable given the nature of the study. The study also lacks heterogeneity because

the researchers ask different questions to the two separate groups of participants.

Application

The article is useful for purposes of my doctoral study. I may use the article in the ethical research section. The article

parallels what I learned in residencies, seminars, and certification courses I participated in during my DBA journey. The

article is also succinct, and I recommend it as it covers much and is only eight pages.


Dresch, A., Lacerda, D., & Miguel, P. (2015). A distinctive analysis of case study, action research and design science research. RGBN-Revista Brasileira De Gestao, De Negocios, 17(56), 1116-1133. doi:10.7819/rbgn.v17i56.2069

Summary

The researchers of this article investigate the usefulness of the case study, action research, and scientific study. The authors find incorporating scientific, action, and case study analysis may help to provide not just an understanding of a phenomenon, but also proven solutions to the research problem. The writers infer the approach is helpful to managerial and administrative research, as the goal of much of modern research is to understand the phenomenon.

Critical Analysis

The authors of the article use a literature review for their research approach. The findings of the study are not generalizable because it is secondary research. Also, the authors do not define the geographical locals of the Inquisition, and the study is limited to management and administrative disciplines.

Application

The article may be useful for my doctoral study. The research echoes much of what DBA students hear at residencies and online seminars. The publishing of the article was in 2015, which is helpful to the DBA student because we must adhere to the rule, whereas 85% of the articles publishing date must be within the past five years. The authors explain useful insights including selecting the design and method based on the research question, why case studies are helpful to the managerial disciplines, how qualitative case studies enhance one’s understanding regarding an interview, how every methodology has both assumptions and restrictions, a case study protocol, data collection techniques, characteristics of research methods, and limitations of particular methods and designs. The researchers also point out many important aspects of quantitative methods, which also reflect themes found in seminal publications. The article could be helpful when composing the following nature of the study, assumptions and limitations, research method, research design, data collection, reliability and validity, application to professional practice, and reflections.


Ellis, T. J., & Levey, Y. (2009). Towards a guide for novice researchers on research methodology: Review and purposed methods. Issues in Informing Science and Information Technology. 6, 323-327. Retrieved from http://www.informingscience.org/Journals/IISIT/Overview SummaryThe researchers for this article conducted a literature review relating to the different research designs. The authors covered the importance of the research questions being the impetus for the study design. Within the study are definitions of limitations, assumptions, and delimitations. The investigators also note how one may attain a validity and reliability. Critical AnalysisThe article is a literature review. It is not generalizable due to the nature of the study. There was a common theme in the article; the researchers relied heavily on the works of Creswell. There was a lack of referencing individuals, which produced seminal works. The authors mentioned case study and ethnographic studies, but the article was devoid of phenomenological research. ApplicationWalden University recommends this article in the doctoral research handbook. The article is beneficial to the assumptions, limitations, and delimitations section. The study may also be useful for reliability and validity. Notwithstanding, there are some significant gaps in the review of the literature, the authors rely too heavily on the work of Creswell, and the article was seven years old during the construction of the handbook. While it is okay to use older works, DBA candidates should confine the use of such works to seminal productions. I only suggest the referencing of this article in a worst-case scenario.


Goldblatt, H., Karnieli-Miller, O., & Neumann, M. (2011). Sharing qualitative research findings with participants: Study experiences of methodological and ethical dilemmas.Patient Education and Counseling, 82, 389-395. doi:10.1016/j.pec.2010.12.016 Summary The authors of this article explored the cons of member checking. The cons of member checking consist of changing the participants’ perceptions after they review the transcriptions, members may be reluctant to engage in member checking, and researchers could potentially compromise anonymity when conducting member checking in large groups. Due to some of the cons in member checking, the authors recommend other triangulation methods, which may lead to trustworthiness. Some of the methods the researchers suggest are additional quality checks by other researchers, systematic analytical procedures, providing contextual information and direct quotes, ensuring the articulation of altering perceptions are within the study and disclosing cases with different results. Critical Analysis The researchers conducted a qualitative multiple case study consisting of three case studies in the medical industry. The research is not generalizable because it is a qualitative case study and the case study consists of only three cases. The authors did not note the geographical location in which the research occurred. The researchers note the importance of validity in the article. Notwithstanding, the cases they present only note the negative consequences of member checking. The noting of the cases where a member was checking was not within the study. Application The study is beneficial to my doctoral research. I could use the information in the ethical research section and explain the importance of protecting the anonymity of the participants. I may also use the study in the validity section and explain why I provide other findings and perceptions.


Holt, G.D., & Goulding, J.S. (2014). Conceptualisation of ambiguous-mixed-methods within building and construction research. Journal of Engineering, Design and Technology, 12(2), 244-262. doi:10.1108/JEDT-02-2013-0020 SummaryThe authors are members of the faculty of the University of Central Lancashire in the United Kingdom. The authors presented a research paper about the use of mixed methods research in building and construction research. The authors provided a literary review of the research paradigm known as ambiguous mixed methods research. The authors used the review of published studies on mixed methods research to discuss informal and inductive research methodology and its relation to the ambiguous mixed methods design. Holt and Goulding (2014) found ambiguous mixed methods research offers researchers a new and different approach to the design and decision-making for defending methodologies. Critical AnalysisHolt and Goulding (2014) introduced the concept of ambiguous mixed methods research through a synthesis of existing literature and experiential and anecdotal knowledge. The authors presented a literary discussion of mixed methods research, existing paradigms, and a conceptualization of ambiguous mixed methods research in the research of building and construction-related studies. The authors provided charts which portrayed the interfaces and relationships between multiple method research designs and single method research designs. The article concluded with a summary analysis of existing studies in the building and construction field, the explicit methodologies used, and the relationship of the study to ambiguous mixed methods research. ApplicationThe article may be of value to researchers who are interested in exploring a research subject through a mixed method approach. The limitations and weaknesses of this article include a lack of collected data; the authors presented their findings based on existing literature. The authors only devoted limited attention to the comparison of mixed methods research to single method research; there was a specific lack of data to support or defend the applicability of mixed methods over single method for certain types of studies. The research presented in this article will contribute to my doctoral study as a literary source for my conceptual framework.

Annotated BibliographyHyett, N., Kenny, A., & Dickson-Swift, V. (2014). Methodology or method? A critical review of qualitative case study reports. International Journal of Qualitative Studies on Health and Well-being, 9, 1-12. doi.10.3402/qhw.v9.23606SummaryThe authors are members of the faculty of health sciences at La Trobe University in Australia. The authors presented a review of the methodological descriptions of published qualitative case studies. The authors categorized articles researched for the study into three categories: health and health services, social sciences, and anthropology. The authors reviewed articles to determine if adequate methodological justification was present and consistent with a qualitative case study approach. The authors organized their findings into five groupings based on key methodological issues. Critical AnalysisHyett, Kenny, and Dickson-Swift (2014) presented a narrative review of existing scholarly and historical literature about case study research. The authors reviewed 34 high-impact qualitative methods journals to locate case studies published within five years of the authors’ research. The authors grouped the results of their research into five themes, which outlined key methodological issues. The themes were: case study methodology or method, the case of something particular and case selection, contextually bound case study, research and case interactions and triangulation, and study design inconsistent with methodology reported. The authors found a large number of case studies were missing elements that define qualitative case study methodology. ApplicationThe authors’ study has added to the existing literature about case studies and highlighted issues, which could have implications for methodological integrity and description. The authors recommend researchers who are using case study approaches to describe their theoretical framework and methods clearly. The subjectivity of the authors’ review could result in the possibility of bias exists as a result. Additionally, not all studies are categorized or reported in a consistent manner, which could result in misrepresentations in the collected data. The research presented in this article will contribute to my doctoral study as foundational information about case studies and will directly contribute to my nature of the study section.


McDonald, S., Gan, B. C., Fraser, S. S., Oke, A., & Anderson, A. R. (2015). A review of research methods in entrepreneurship 1985-2013. International Journal of Entrepreneurial Behavior & Research, 21(3), 291-315. doi:10.1108/IJEBR-02-2014-0021

Summary

The authors of this article explored research methods used by the top five peer-reviewed journals over the past 28 years. The authors found there is a high affinity towards quantitative analysis within the field of entrepreneurship. Since there is such a high affinity towards the method, the writers infer future investigators should focus on employing qualitative methods to answer research questions focused on finding meanings behind the data.

Critical Analysis

The research method used by the researchers was a review of the literature. The findings are not generalizable because of the research design and method, the study only encapsulated the entrepreneurship discipline, there is no articulation of the geographical location, and the authors only used five peer-reviewed entrepreneurial journals. The article could benefit from the inclusion of additional journals and administrative disciplines.

Application

The article is beneficial to my doctoral study. The article may be helpful when constructing the nature of the study, research method and design sections of the doctoral study. I make the premise based on the necessity to investigate business problems through the qualitative approach inferred by the researchers.


Murshed, F., & Zhang, Y. (2016). Thinking orientation and preference for research methodology. Journal of Consumer Marketing, 33(6), 437-446. doi:10.1108/JCM-01-2016-1694 SummaryMurshed is a member of the Department of Business Administration at the Kutztown University of Pennsylvania. Zhang is a member of the Department of Marketing at the University of Texas at San Antonio. The authors presented an article centered on an investigation of how preferences for marketing research methodology, both qualitative and quantitative, is contingent on the analytic or holistic thinking orientation of the researchers. The authors measured thinking orientation through laboratory experiments. Data collected from Western and East Asian participants were compared for cross-cultural evidence. The authors found the understanding of a researcher’s preference for one research methodology versus another is relevant to external elements and can influence the results of the research. Critical AnalysisMurshed and Zhang (2016). Conducted research to investigate how a researcher’s preference for a research methodology is related to their thinking orientation. The authors provided a theoretical background of marketing research methodologies and compared qualitative and quantitative approaches. The authors also compared analytical and holistic thinking orientations. Hypotheses were presented based on the comparative relationships. Four main lines of study were conducted. Study 1A measured thinking orientation. Study 1B investigated the manipulation of thinking orientation. Study 2 was conducted on primed and measured thinking orientation. Study 3 was a cross-cultural study to compare data collected from Western and East Asian participants. Study 4 explored the moderating role of analyzing reasons.ApplicationThe key takeaway from the article is the comprehensive research conducted to determine the relationship between a researcher’s thinking orientation and preference for research methodologies. The article had limitations and weaknesses. While the authors presented a significant amount of data to support their research, the research did not definitively produce results of hard evidence to support the authors’ hypotheses. The research supported an existing theory. The authors recommended future research to explore the research more in-depth. This article is relevant to my research study because I can use the information to help develop my fundamental understanding of research methodologies and is a literary source for the nature of my study.


Myers, M. (2015). Ten years of Qualitative Research in Organizations and Management: some reflections. Qualitative Research in Organizations and Management: An International Journal, 10(4), 337-339. doi:10.1108/qrom-07-2015-1307 SummaryThe writer of this article investigated the changing dynamic of research methodologies by graduate and undergraduate students. The author infers mixed/merged methods to be a useful way to understand all aspects of a phenomenon. The findings were the use of quantitative methods is no longer the most selected by researchers. Critical AnalysisThe method of the study is a review of the literature. The results are not generalizable due to the nature of the study, and the geographical location is limited to Europe. The article was succinct and to the point of the study. Notwithstanding, the author could have gone into greater detail regarding what disciplines may benefit from quantitative, qualitative, and mixed methods. The writer only infers mixed methods may not be appropriate for managerial research, as concise information is necessary for the discipline, he does not go into detail as to why the method is inappropriate; only administrative researchers need accurate conclusions. Also, the author does not broach the matter of the research question, which is ubiquitous in most of the research I read regarding the issue of the impetus for the selection of the research methodology and design. Application The research could be beneficial to my doctoral study. The author claims mixed methods may be inappropriate for managerial studies. Therefore, the nature of the study section may benefit from the author's analysis, as for why a mixed method is inappropriate for administrative research.


VanScoy, A., & Evenstad, S.E. (2015). Interpretive phenomenological analysis for LIS research. Journal of Documentation, 71(2), 338-357. doi:10.1108/JD-09-2013-0118SummaryVanScoy is a faculty member at the University of Buffalo in New York, and Evenstad is on the faculty at the University of Nice Sophia Antipolis in France. The authors presented the results of a phenomenological study of interpretive phenomenological analysis of the library and information science community. The authors examined two interpretive phenomenological analysis studies to highlight the application of the interpretive phenomenological analysis method. The authors found the interpretive phenomenological analysis method was an effective method for exploring the experiences of information science professionals and for studying library professionals and communication technology workers. Critical AnalysisVanScoy and Evenstad (2015) presented a narrative review of existing scholarly and historical literature about interpretive phenomenological analysis in the context of library and information science research. The authors highlighted the phenomenological approach as a contextual and philosophical background for interpretive phenomenological analysis. The authors applied the interpretive phenomenological analysis approach to two library and information service studies to examine the participant’s experiences related to employee burnout. The authors used semi-structured interviews to collect data from participants and analyzed themes that resulted from the interviews. The findings of both studies determined interpretive phenomenological analysis was an effective method for exploring the phenomenon the authors were examining.ApplicationThe authors’ study has added to the existing literature about phenomenology in the context of a library and information science environment. At the time of the article’s publication, only a few library and information science studies had been conducted using interpretive phenomenological analysis. The article presented information from two studies, which had been conducted by the authors. The possibility for bias exists as a result. The research presented in this article will contribute to my doctoral study as foundational information about phenomenology and will directly contribute to my nature of the study section.

Date post:	11-Apr-2017
Category:	Marketing
Upload:	zohreh-daemi-mba
View:	66 times
Download:	0 times