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Article
Publication date: 13 January 2020

Yana Wengel

In the past decade, scholars across social sciences shifted their attention towards creative and dynamic research methods. Despite the growing popularity of LEGO® Serious…

Abstract

Purpose

In the past decade, scholars across social sciences shifted their attention towards creative and dynamic research methods. Despite the growing popularity of LEGO® Serious Play® method across social sciences, few studies applied the method in tourism and hospitality research. This method represents a powerful tool which uses a toy to solve problems, explore ideas and achieve objectives in business, research and community work. This paper aims to provide insights into qualitative multi-method approach incorporating LEGO® Serious Play® to gain a deeper understanding of hosts-guest experiences in volunteer tourism exchange programme.

Design/methodology/approach

The empirical material mentioned in the paper is based on an interpretive study investigating hosts-guest experiences on organic farms. The study used a multi-method approach, and the data were collected through unstructured interviews, observation, reflexive notes and LEGO® Serious Play® workshops with 32 participants in total.

Findings

The paper highlights the benefits and limitations of the qualitative multi-method study, specifically focusing on LEGO® Serious Play® as a novel approach for tourism and hospitality research.

Originality/value

This study contributes to making the current body of knowledge on qualitative multi-method methodologies and creative visual methodologies in the field of tourism and hospitality. As such, the paper provides an overview of the LEGO® Serious Play® method. Specifically, this exploratory paper brings attention to how and to what end existing LEGO® Serious Play® has been modified and adopted in this multi-method study. Furthermore, the paper highlights the future use to benefit the tourism and hospitality academics and industry professionals.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 4
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 6 August 2018

Kofi Koranteng Adu

This study aims to examine the role of stakeholders in the digital preservation under the following key research questions: What are the levels of awareness of the volumes…

Abstract

Purpose

This study aims to examine the role of stakeholders in the digital preservation under the following key research questions: What are the levels of awareness of the volumes of digital material? What are the contributory factors for the growth of digital records and the types of information and communication technology products?

Design/methodology/approach

With the convergence of questionnaire, documentary evidence, observation, interview and questionnaire, this paper aims to examine the state and role of stakeholders in the digital preservation environment. The adoption of the multi-methods approach to the study offered a panoramic view of the inquiry where the quantitative paradigm became the emphasis or the priority for the study, while the qualitative data set provided a secondary or supportive role.

Findings

The study underscored the adoption of collaborative and participatory opportunities in the digital preservation environment and reinforced the concept of Open Data, which thrives on citizen’s trust, participation and collaboration (UN e-government survey, 2014). It further revealed lack of knowledge about the likely growth of digital material across the ministries and agencies and confirmed that government legislations have contributed to the increased demand for information and the growth of digital records.

Originality/value

The study underlined two mutually exclusive concepts (collaboration and participation) as part of the strategies to ameliorate the digital preservation conundrum confronted by memory institutions in Ghana. The applications of these concepts as solutions to the digital preservation problems are novel and currently gaining prominence and acceptance within the archival community Their adoption in this study could not have come at a better time, particularly when public sector organizations are confronted with the challenge of preserving digital records.

Details

The Electronic Library, vol. 36 no. 4
Type: Research Article
ISSN: 0264-0473

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Book part
Publication date: 11 June 2009

Mark S. Glynn

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands…

Abstract

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Article
Publication date: 8 January 2021

Alekh Gour, Shikha Aggarwal and Mehmet Erdem

The dynamic yet volatile nature of tourism and travel industry in a competitive environment calls for enhanced marketing intelligence and analytics, especially for those…

Abstract

Purpose

The dynamic yet volatile nature of tourism and travel industry in a competitive environment calls for enhanced marketing intelligence and analytics, especially for those entities with limited marketing budgets. The past decade has witnessed an increased use of user-generated content (UGC) analysis as a marketing tool to make better informed decisions. Likewise, textual data analysis of UGC has gained much attention among tourism and hospitality scholars. Nonetheless, most of the scholarly works have focused on the singular application of an existing method or technique rather than using a multi-method approach. The purpose of this study is to propose a novel Web analytics methodology to examine online reviews posted by tourists in real time and assist decision-makers tasked with marketing strategy and intelligence.

Design/methodology/approach

For illustration, the case of tourism campaign in India was undertaken. A total of 305,298 reviews were collected, and after filtering, 276,154 reviews were qualified for analysis using a string of models. Descriptive charts, sentiment analysis, clustering, topic modeling and machine learning algorithms for real-time classification were applied.

Findings

Using big data from TripAdvisor, a total of 145 tourist destinations were clustered based on tourists’ perceptions. Further exploration of each cluster through topic modeling was conducted, which revealed interesting insights into satisfiers and dissatisfiers of different clusters of destinations. The results supported the use of the proposed multi-method Web-analytics approach.

Practical implications

The proposed machine learning model demonstrated that it could provide real-time information on the sentiments in each incoming review about a destination. This information might be useful for taking timely action for improvisation or controlling a service situation.

Originality/value

In terms of Web-analytics and UGC, a comprehensive analytical model to perform an end-to-end understanding of tourist behavior patterns and offer the potential for real-time interpretation is rarely proposed. The current study not only proposes such a model but also offers empirical evidence for a successful application. It contributes to the literature by providing scholars interested in textual analytics a step-by-step guide to implement a multi-method approach.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 14 March 2016

Ethné Swartz, Frances M. Amatucci and Susan Coleman

The purpose of this study is to explore an optimal research design for research on women entrepreneurs involved in negotiating term sheets for private equity capital. This…

Abstract

Purpose

The purpose of this study is to explore an optimal research design for research on women entrepreneurs involved in negotiating term sheets for private equity capital. This research explores new ways for researchers to connect with such current “invisibles” through the use of a mixed method and mixed mode research design to expand sampling options and secure respondent participation. The authors discuss existing data sets that have been used as secondary sources for data on financing of companies and consider their inadequacy for research questions about process issues in negotiation. The authors present process-related findings regarding the efficacy of the research design.

Design/methodology/approach

This paper reviews research on research methodology, incorporating a discussion of practices outside of the entrepreneurship discipline to discover effective practices for identifying respondents and data not currently captured in entrepreneurship data sources. The respondents were found through social media sites, angel networks, University networks and via identification through a proprietary financial intelligence database.

Findings

An optimal research design to identify women business owners of growth-oriented firms who have negotiated private equity should consider mixed methods designs and mixed modes, including the use of digital networks that signal to potential respondents that research is being done.

Research limitations/implications

Although the authors developed the multi-method, mixed mode (MMMM) research design, the sample size is still relatively small. This raises concerns about generalizability to the larger population and limits statistical analysis more suitable with larger data sets. However, the MMMM research design has enabled the authors to reach a difficult target sample. It has proven effective, although a longer time frame would have been helpful.

Research limitations/implications

All of the large scale databases in entrepreneurship have limitations in providing optimal sampling frames for process-related research. The present research study was able to use conventional networks, social media sites and angel networks to connect with women business owners who have raised private equity, but who lack visibility in current data sets. The study shows that through the use of multiple methods, women entrepreneurs can be researched and some will share their experiences about process issues. The sample size was small and the quantitative data cannot be generalized. However, the methodology works and allows researchers to explore experiences that are not captured in existing data sets.

Social implications

Entrepreneurship researchers can connect with “invisibles” by becoming more “social” and using social media sites that are used by women entrepreneurs. Researchers may not have immediate access to women entrepreneurs through these means, but rather they need to develop interpersonal contacts, build a social presence and trust to recruit respondents to complete online questionnaire studies about substantive topics such as negotiating term sheets for equity investments in their companies.

Originality/value

This paper summarizes the “research on research methodologies” in entrepreneurship, reviews secondary data sources and discusses their limitations for specific types of research questions. A review of the value of MMMM research designs and best practices in online survey research outside of entrepreneurship provides insights into the incorporation of digital tools in other disciplines.

Details

International Journal of Gender and Entrepreneurship, vol. 8 no. 1
Type: Research Article
ISSN: 1756-6266

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Article
Publication date: 5 June 2017

Sumita Srivastava and Rupali Misra

The purpose of this study is to identify the antecedents of entrepreneurial intentions of young women in India because currently Indian Government is emphasizing heavily…

Abstract

Purpose

The purpose of this study is to identify the antecedents of entrepreneurial intentions of young women in India because currently Indian Government is emphasizing heavily on women’s participation in the mainstream of economic activities in the country. This study focuses on entrepreneurial intentions as the most important stage of entrepreneurship process. Based on the theory of planned behavior, propounded by Ajzen (1991), it points out intentions as the most significant predictor of human behavior.¤

Design/methodology/approach

This paper uses multi-method analysis for validation of the model proposed by Linan. In Study 1, an adapted version of Entrepreneurial Intention Questionnaire (EIQ) (Linan and Chen, 2009) was administered to a group of 248 female students studying in under-graduate science, commerce, arts or management courses, who voluntarily participated in the survey. Quantitative data analysis was conducted using partial least square (PLS) path-modeling algorithm. In Study 2, qualitative study was conducted on 110 young female students using focus group interview technique. Framework analysis was used for the data analysis of the qualitative study.

Findings

This study confirms the role of social valuation as an important antecedent of entrepreneurial intentions among women. However, it also identifies that entrepreneurship education is also an important element that affects the entrepreneurial intentions of young women in India.

Originality/value

The study uses multi-method analysis for identifying entrepreneurial intentions among young women in India.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 9 no. 2
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 29 April 2016

C. Keith Harrison, Scott Bukstein, Ginny McPherson Botts and Suzanne Malia Lawrence

The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of…

Abstract

Purpose

The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of the NFL game day experience. The primary components with respect to female spectators’ choices, preferences, and feedback are as follows: apparel and other merchandise; food and beverage; restrooms and facility cleanliness; tailgating and parking; participants’ decision to attend an NFL game; and participants’ perceptions of the NFL. A core objective was to learn more about the female decision-making process and overall experience at NFL games.

Design/methodology/approach

All data were collected during the 2012-2013 NFL regular season. Four different data collections were conducted at two NFL stadiums to investigate the game day experiences of women at NFL games. Previous research was used as a basis for creating survey questions about the female game day experience. In this study, an open-ended questionnaire contained both quantitative and qualitative questions, both forms of data were collected and analyzed, and researchers made both quantitative and qualitative interpretations based on the data.

Findings

Findings and results indicated women are diverse customers. Sport organizations need to focus on the minor details that reflect how individuals experience a brand and product, as these sport organizations have the opportunity to enhance the female customer experience and retain existing female customers if the organizations systemically listen to and communicate with the female customer at NFL games. The NFL and individual NFL teams should include female spectators in the brand strategy process. Female customers of the NFL can be powerful brand loyalists and outstanding brand ambassadors.

Originality/value

This research study provides an investigation of the preferences and perceptions of women spectators at NFL games. One contribution of the current study is that researchers have accepted the challenge by some researchers calling for more complexity with researching gender and attempting to shift some of the ways in which women are viewed as fans and spectators. However, what is key with the approach in the current study is that researchers allowed the women to be heard with respect to their game day experiences, perceptions, and thoughts about their identity as a spectator.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 2
Type: Research Article
ISSN: 1464-6668

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Book part
Publication date: 22 November 2014

Prabash Edirisingha, Robert Aitken and Shelagh Ferguson

In this paper, we provide a practical example of how ethnographic insight is obtained in the field. In so doing, we demonstrate multiple ways in which ethnographic…

Abstract

Purpose

In this paper, we provide a practical example of how ethnographic insight is obtained in the field. In so doing, we demonstrate multiple ways in which ethnographic approaches can be adapted during on-going research processes to develop rich and multiple emic/etic perspectives.

Design/methodology/approach

This paper is based upon the first author’s reflective experience of undertaking ethnographic field work. The discussion draws from a multi-method, longitudinal and adaptive ethnographic research design, which aimed to capture the process of new family identity formation in Sri Lanka.

Originality/value

Existing research gives us excellent insight into various methods used in contemporary ethnographic research and the kinds of insight generated by these methods. With few exceptions, these studies do not give significant insight into the specifics of the ethnographic research process and the adaption practice. Thus, we provide a practical example of how ethnographic insight is obtained in the research field.

Discussion/findings

Our discussion elaborates the ways in which we integrated multiple research methods such as participant observations, semi-structured in-depth interviews, informal sessions, Facebook interactions, adaptations of performative exercises and elicitation methods to overcome complexities in cultural, mundane and personal consumption meanings. We also discuss how closer friendships with informants emerged as a consequence of the ethnographic research adaption practice and how this influenced trust and confidence in researcher-informant relationship, presenting us with a privileged access to their everyday and personal lives.

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Article
Publication date: 8 February 2016

Rodrigo Guesalaga, Meghan Pierce and Daiane Scaraboto

– The purpose of this paper is to explore cultural sources of variation on consumers’ expectations and evaluations of service quality within local emerging markets.

Abstract

Purpose

The purpose of this paper is to explore cultural sources of variation on consumers’ expectations and evaluations of service quality within local emerging markets.

Design/methodology/approach

The authors employ a multi-method approach. The multi-method research design utilizes: first, netnography to examine foreign consumers’ blogs and online communities; second, interviews with local and foreign consumers to unveil critical incidents in service encounters; and third, an online survey of 139 foreign consumers living in Chile and 460 Chilean consumers to map differences in their expectations and evaluations of services.

Findings

A general analysis of local and foreign consumers living in an emerging market reveals that these two groups do not differ significantly in their expectations of service quality. The authors also find that differences in expectations and evaluations of service quality within a local emergent market are only partially explained by aggregating consumers according to their country or region of origin. Finally, the findings demonstrate that examining cultural differences at the individual level generates a better understanding of how cultural factors impact consumer expectations and evaluations of service quality within emerging markets.

Research limitations/implications

The research is limited to one emerging market (Chile) and focusses largely in one industry (banking). Further research should be conducted to examine the findings in other contexts, including developed markets, and to identify how other cultural differences (e.g. language mastery) within local markets may impact consumer expectations and evaluations of services.

Practical implications

Service companies operating in emerging markets should account for cultural differences when determining service standards and protocols. These differences may cut across the local-foreign divide and suggest that profiling foreign customers depending on their country of origin is not the most adequate approach for providing excellence in service and enjoying the benefits that follow.

Social implications

Foreign consumers living in a local market are frequently considered a homogeneous group distinct from local consumers, and are treated as such by public and private service providers. The study demonstrates that foreign consumers may be more or less similar to local consumers depending on their cultural values, and should not be considered as a uniform group.

Originality/value

The findings extend research on consumer expectations and evaluations of service quality to account for cultural diversity within local emerging markets. The authors demonstrate that a cluster-approach to examining consumer expectations and evaluations of service quality better accounts for variations due to cultural values within local markets.

Details

International Marketing Review, vol. 33 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 12 February 2018

Saif Mir, Shih-Hao Lu, David Cantor and Christian Hofer

Content analysis is a methodology that has been used in many academic disciplines as a means to extract quantitative measures from textual information. The purpose of this…

Abstract

Purpose

Content analysis is a methodology that has been used in many academic disciplines as a means to extract quantitative measures from textual information. The purpose of this paper is to document the use of content analysis in the supply chain literature. The authors also discuss opportunities for future research.

Design/methodology/approach

The authors conduct a literature review of 13 leading supply chain journals to assess the state of the content analysis-based literature and identify opportunities for future research. Additionally, the authors provide a general schema for and illustration of the use of content analysis.

Findings

The findings suggest that content analysis for quantitative studies and hypothesis testing purposes has rarely been used in the supply chain discipline. The research also suggests that in order to fully realize the potential of content analysis, future content analysis research should conduct more hypothesis testing, employ diverse data sets, utilize state-of-the-art content analysis software programs, and leverage multi-method research designs.

Originality/value

The current research synthesizes the use of content analysis methods in the supply chain domain and promotes the need to capitalize on the advantages offered by this research methodology. The paper also presents several topics for future research that can benefit from the content analysis method.

Details

The International Journal of Logistics Management, vol. 29 no. 1
Type: Research Article
ISSN: 0957-4093

Keywords

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