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This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers.

Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants.

Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation.

Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research.

This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.

The objective of this study is to investigate how country risk, different political actions from the government and bureaucratic behavior influence the activities in industry supply chains (SCs) in emerging markets. The main objective of this study is to investigate the influence of these external stakeholders’ elements to the demand-side and supply-side drivers and barriers for improving competitiveness of Ready-Made Garment (RMG) industry in the way of analyzing supply chain. Considering the phenomenon of recent change in the RMG business environment and the competitiveness issues this study uses the principles of stakeholder and resource dependence theory and aims to find out some factors which influence to make an efficient supply chain for improving competitiveness. The RMG industry of Bangladesh is the case application of this study. Following a positivist paradigm, this study adopts a two phase sequential mixed-method research design consisting of qualitative and quantitative approaches. A tentative research model is developed first based on extensive literature review. Qualitative field study is then carried out to fine tune the initial research model. Findings from the qualitative method are also used to develop measures and instruments for the next phase of quantitative method. A survey is carried out with sample of top and middle level executives of different garment companies of Dhaka city in Bangladesh and the collected quantitative data are analyzed by partial least square-based structural equation modeling. The findings support eight hypotheses. From the analysis the external stakeholders’ elements like bureaucratic behavior and country risk have significant influence to the barriers. From the internal stakeholders’ point of view the manufacturers’ and buyers’ drivers have significant influence on the competitiveness. Therefore, stakeholders need to take proper action to reduce the barriers and increase the drivers, as the drivers have positive influence to improve competitiveness.

This study has both theoretical and practical contributions. This study represents an important contribution to the theory by integrating two theoretical perceptions to identify factors of the RMG industry’s SC that affect the competitiveness of the RMG industry. This research study contributes to the understanding of both external and internal stakeholders of national and international perspectives in the RMG (textile and clothing) business. It combines the insights of stakeholder and resource dependence theories along with the concept of the SC in improving effectiveness. In a practical sense, this study certainly contributes to the Bangladeshi RMG industry. In accordance with the desire of the RMG manufacturers, the research has shown that some influential constructs of the RMG industry’s SC affect the competitiveness of the RMG industry. The outcome of the study is useful for various stakeholders of the Bangladeshi RMG industry sector ranging from the government to various private organizations. The applications of this study are extendable through further adaptation in other industries and various geographic contexts.

The introductory paper begins with the issue about the relevance of research in management. It emphasizes the need for scholars to adopt methodologies best suited to the research problem of their choice. This paper contains sections on the nature of management research, dominant research paradigms, the methodological domain, quantitative versus qualitative research, and triangulation in using multiple methodologies. The paper provides a background to the purpose of the book and summarizes in brief the purpose of each the subsequent papers.

This study demonstrates integration within a mixed-methods case study of construction phenomena, whilst ensuring reliability and validity. This is in view of the established philosophical challenges in theory generation, whereby qualitative and quantitative methods are underpinned by divergent, almost incompatible, paradigmic assumptions.

The study uses a sample case study research on the phenomenon of cost overruns, supported by a coherent flow of well-articulated philosophical arguments to idealise the logic of integration. Issues of reliability and validity were resolved along these lines, by incorporating applicable criteria from both the qualitative and qualitative strands. A detailed outline and rationalisation of the stepwise approach to achieving integration are provided, from the point of design conceptualisation, data collection, analysis and further down to theory generation.

The study generated two level-1 theories by collecting numerical data on cost overruns, geotechnical index parameters and textual data on the geotechnical practices. Another level-1 theory was generated in reflexive adaptation to unanticipated social constructs emerging from the qualitative data. All level-1 theories from the quantitative and qualitative strands were triangulated to yield two “level-2 theories”: A log-regression model and a cognitive map. The approach to integration is thus explanatory sequential, and concurrent (at the second stage of transformation in the generation of level-2 theories).

The study empirically reinforces that ontological flexibility, achievable through the use of thoughtfully designed integrated mixed-methods case studies, permits the investigation of multidimensional construction phenomena in innovative ways, relevant to provide holistic theoretical and practice-based contributions.

The study practically signposts a bespoke stepwise approach to integration, in a mixed-methods case study of construction phenomena, against the contextual backdrop of its relative novelty and lack of studies delving in-depth into the theoretical nitty-gritty.

This paper aims to explore how an academic researcher and a practitioner experience scepticism for their qualitative research.

The study applies Olt and Teman's new conceptual phenomenological polyethnography (2019) methodology, a hybrid of phenomenology and duoethnography.

For the researcher-participants, the essence of living with scepticism means feeling a sense of injustice; struggling with the desire for simplicity and quantification; being in a circle of uneasiness; having a survival mechanism; and embracing healthy scepticism. They experience the essence differently and similarly in varied cultural contexts. Through duoethnographic conversations, they acknowledge that while there can be scepticism of their work, it is important to remain sceptical, persistent and curious by challenging traditional concepts. Theoretical and practical advances in artificial intelligence (AI) continue to highlight the need for clarifying qualitative researcher roles in academia and practice.

This paper contributes to the debate of qualitative versus quantitative research. Its originality is in exploring scepticism as lived experience, from an academic and practitioner perspective and applying a phenomenological polyethnography approach that blends two different traditional research paradigms.

This paper describes how qualitative research methods, particularly action research case studies, can contribute to further advance and develop logistics research. The paper also describes limitations with the current dominance of quantitative (especially survey) research in logistics. However, the paper is not a pure criticism of the use of quantitative research methods in general or in logistics in specific. Rather, the argument is that it is necessary to use both quantitative and qualitative methods if we really want to develop and advance logistics research. Logistics problems are often ill‐structured, even messy, real‐world problems. Modern logistics is based on holistic and systemic thinking and uses multi‐disciplinary and cross‐functional approaches. Thus action research case studies are especially suited for an applied field such as logistics since they strive to advance both science and practice. This should also be reflected in published logistics research, which it is not. In order to change this situation, we first have to understand paradigms and their influence on how we approach and evaluate research. Second, we have to define what case studies in journal articles mean. Third, we need to develop criteria for evaluating action research case studies.

The purpose of this paper is to call for an in‐depth reflection on Weber's research approach based on the notions of adequate causation and objective possibility.

The paper illustrates the main characteristics and premises of the research approach. It further exemplifies its application through a qualitative study that investigates “How” and “Why” knowledge integration occurs in the creative processes of teams spanning over time and space. In so doing, it argues that Weber's epistemology could remain a valid point of reference to shift from the generation of empirical propositions through qualitative research to the quantitative analysis of empirical regularities recurring into a large number of empirical cases.

This paper shows how Weber's research approach could assist researchers in overcoming the dichotomy between rigour and relevance in qualitative research within organization and management studies.

The work offers new ways of looking at established ideas within organization and management studies, through new lenses as alternative ways of knowing social phenomena available to scholars, to produce theoretical knowledge relevant for and applicable into practice.

The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals.

This study involved a content analysis of 1,195 articles published between 1993 and 2002 in three prominent marketing journals.

It was found that 24.80 per cent of articles employed qualitative methods in some form, and 46.28 per cent quantitative research. The main justification provided for use of qualitative methods was the ability to provide more insight or a deeper understanding of the phenomenon under investigation. No increase was seen, however, in the amount (year by year) of qualitative research published over this period. This paper accounts for the continued dominance of quantitative research using linked historical, social and practical arguments.

The issue of method is central to marketing research. Understanding of the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to researchers intent on publishing their work.

This is the largest content analysis conducted of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers.