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The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study.

This paper conducted an analysis of a real case using descriptive statistical and regression techniques.

The present study proposes the use of the so-called “sequential mixed-modes” in survey-based market research. This technique is based on the successive application of different information collection techniques (face-to-face, telephone and internet-based surveys); it offers four fundamental advantages: increased coverage rate; higher response rate; lower costs; and greater cooperation.

In addition to the normal limitations associated with conclusions derived from case studies, the data collection was carried out in only one autonomous community (Spain) and focussed only on one theme.

Firstly, it was found that data collection through mixed sequential modes substantially increases response rates in online surveys. This is particularly important as, in recent years, data collection through the internet has become almost standard market research practice. Secondly, the sample that resulted from the joint use of the three data collection modes more accurately reflected the distinctive features of the universe under study. A third recommendation is that the use of internet-based self-administered surveys is especially promising with individuals with a higher level of education and among students.

The decrease in the response rate is one of the greatest challenges of survey-based market research, given its impact on sample representativeness. This paper addresses this problem and exposes the advantages of the sequential use of mixed modes in the collection of information.

El objetivo de la presente investigación es mostrar que los modos mixtos aplicados de manera secuencial ofrecen un conocimiento adecuado de los temas objeto de estudio.

Se realiza el análisis de un caso real mediante técnicas descriptivas y regresión.

Este trabajo presenta los denominados “modos mixtos secuenciales” en la investigación a través de encuestas. Esta técnica se basa en la aplicación sucesiva de diferentes herramientas de recogida de información (encuestas presenciales, telefónicas y por Internet) y ofrece cuatro ventajas fundamentales; (1) aumento de la tasa de cobertura; (2) mayor tasa de respuesta; (3) menores costes; y (4) mayor cooperación.

Además de las limitaciones normalmente asociadas a los estudios de caso, la recogida de información se redujo a una única comunidad autónoma (España) y un único tema.

En primer lugar, se observa que la recogida de información mediante modos mixtos secuenciales aumenta de manera sustancial la tasa de respuesta en las encuestas online. Esto es particularmente relevante en la situación actual, pues la utilización de Internet casi se ha convertido en un estándar en la investigación de mercados. En segundo lugar, la muestra final obtenida como resultado del uso de tres modos de recogida refleja de manera más ajustada las características distintivas de la población objeto de estudio. Una tercera implicación es que el uso de encuestas online de carácter autoadministrado es especialmente prometedor en individuos de mayor nivel educativo y entre estudiantes.

摘要

本文的目的是要证明，按顺序应用的混合方法为研究的主题提供了充分的知识。

本文运用描述性统计和回归技术对一个实际案例进行了分析。

本文提议使用 “顺序混合模式” 来调查市场研究。这项技术是基于连续运用不同的信息收集技术(面对面、电话和基于互联网的调查) ，它提供了四个基础性优势: 增加覆盖率; 更高的回复率; 降低成本; 和更大的协作。

除了常见的案例研究所存在的局限性之外，本文的数据收集仅在一个自治社区(西班牙)进行，并且只集中于一个主题。

首先，通过混合序列模式收集数据，大大提高了在线调查的回复率。这一点尤其重要，因为近年来，通过互联网收集数据几乎已成为标准的市场研究实践。其次，联合使用三种数据采集模式所得到的样本更准确地反映了所研究社区的鲜明特征。第三个建议是，使用基于互联网的自我管理调查对调查教育水平较高的个人和学生群体具有很大的调查前景。

回复率的下降是基于调查的市场研究面临的最大挑战之一， 因为它大大影响了样本代表性。本文解决了这一问题，并揭示了在信息收集中顺序使用混合模式的优点。

This paper aims to explore the likelihood that face-to-face (FTF) interviewing will continue to be the “gold standard” survey interviewing method, to which all other modes are compared, in an era in which daily communicative habits for many now involve selecting among many alternative modes.

After outlining what is known about the purported benefits and drawbacks of FTF interviewing, the paper reviews recent findings that raise questions about whether FTF interviewing still produces the highest rates of participation, best data quality and greatest respondent satisfaction.

Results of several studies suggest that at least for some respondents, asynchronous interviewing modes that reduce the interviewer’s social presence and allow respondents to participate while they are mobile or multitasking (in particular, text messaging) may well lead to higher quality data and greater respondent satisfaction.

To the extent that these findings generalize, the implication is that FTF interviewing will continue to be needed for at least some respondents, but multiple trends suggest that it is likely to be one mode among many, and that the assumption that it is always needed or that it always leads to the highest quality data no longer holds.

Exploring when and how FTF interviewing will continue to be needed is particularly important given FTF’s financial and social costs, in an era of budgetary challenges and new questioning about which data sources are essential and lead to trustworthy information.

This study sought to examine the extent to which outsourced contracts, buyer-supplier trust and supplier opportunistic behavior explain supplier performance in Ugandan Public Procuring and Disposing Entities (PDEs). This study was prompted by reports of long lead times, failure to match specifications, late deliveries, poor quality of services delivered, contract violations, and increased supplier cheating. Cross sectional data from 116 central government PDEs concerning outsourced contracts was collected using a self-administered questionnaire. Hierarchical regression was used to indicate what happens to a model that was developed as part of this research as different predictor variables are introduced. The findings revealed that outsourced contracts, buyer-supplier trust, and supplier opportunistic behavior are significant predictors of supplier performance. The study has both managerial and policy implications which are discussed in this paper.

The purpose of this paper is to examine the practice potential of self-administered drop-off as a survey mode for contingent valuation (CV) studies.

This paper conducts an empirical comparison of mode effects of two survey methods for improved ecological services in Beijing. Data were collected from a CV survey, which has two subsamples, one using face-to-face interviews and the other employing self-administered drop-off surveys.

There is some evidence of social desirability bias in the face-to-face interviews for the participation question; however, such effects do not carry over to subjects’ responses to the contribution decision. No difference is observed in sample demographics between modes. And satisficing effect is not observed in the drop-off survey in this study.

More well-controlled mode comparisons are warranted to test the robustness of the results; and collection time effects as well as the use of drop-off surveys for environmental valuation with different levels of complexity and familiarity are worthy of further study.

The authors find more similarities between drop-off and face-to-face surveys than differences therefore support the practice of self-administered drop-off surveys in CVM for environmental valuation.

This paper adds to the limited number of well-controlled mode comparisons in the CV surveys, and contributes to a better understanding of self-administered drop-off surveys, a potential low-cost alternative to face-to-face interviews in future CV applications.

The purpose of this paper is to investigate empirically managers’ awareness regarding the concept of competitive advantage, the most taken-for-granted concept in the field of strategic management.

Managers’ awareness regarding the concept of competitive advantage was explored by applying a cross-sectional, self-administered, e-mail survey.

The results of quantitative and qualitative data analyses provide empirical evidence that senior managers, who are heavily involved in the strategic management process of their firms, seem to confuse the concept of competitive advantage with the concept of sources of competitive advantage, especially those pertaining to resource-based theory.

The findings establish the hypothesis that senior managers are not aware of the concept of competitive advantage. At the same time, future researchers are encouraged to continue testing the above hypothesis.

The findings as well as the provision of a conceptually clear stipulating definition of competitive advantage from literature could increase practicing managers’ awareness relating to the conceptual nature as well as the latent expressions of competitive advantage.

Since little research, to date, has been carried out in order to investigate empirically the awareness of managers regarding competitive advantage, this study fills an important gap in the empirical literature of strategic management.

This study aims to summarise the findings of the perceptions of Chief Executive Officers (CEOs), Chief Financial Officers (CFOs) and senior executives of South African listed companies on the perceived benefits and implementation challenges as a result of implementing integrated reporting (IR) requirements, as well as motives for preparing an integrated report; it is performed two years into the South African IR regime,. South African-listed companies are among the first in the world to be subject to compliance with IR requirements in terms of stock exchange listing requirements. IR, as a novel and evolutionary step in corporate reporting, along with the influence that integrated thinking and IR principles will have on companies, has been the subject of global debate in recent years.

The research instrument used in the study comprised a self-administered Web-based survey aimed at CEOs and CFOs of all South African listed companies. The survey was validated by a pre-trail and data analysed by a statistician to ensure reliability.

The study revealed that listed companies, in a mandated regulatory regime implemented in a short period with reference to a highly prescriptive draft framework, attach value to the IR process primarily from the perspective of their corporate reputation, investor needs and stakeholder engagement and relations. This strengthens the business case for voluntary IR as a reporting regime. Advancement of corporate reputation appears to be a key motive to compile an integrated report, secondary to compliance as a primary motive. This indicates the perceived corporate legitimising effect of producing an integrated report. Furthermore, managers are more motivated by the legitimising aspect of advancing corporate reputation and stakeholder needs in compiling the integrated report than satisfying investor needs. This results in a disconnect between the perceived audience of the report by managers and the intended audience of the report as providers of capital as envisioned by the IIRC, which should be a matter for future consideration. Better resource allocation decisions and cost reductions are not indicated as an outcome of IR in the study. Furthermore, substantial changes to management information systems, with associated costs, would be required by companies to satisfy the requirements of the report content. The study revealed that the anticipated benefit of a company reconsidering its business model and encouraging sustainable product development is not perceived to be a material outcome in companies that implement IR, nor is assessing economic value creation and strategy considered a key motive for companies to compile an integrated report.

Further validation of the survey by statistical methods in addition to the pre-trial of the survey was not considered viable by the statistician in view of the limited amount of data. This may be viewed as a potential limitation of the study. Statistical analysis must also be interpreted with caution given the limited amount of data available for analysis. Other limitations include the fact that certain industries are too heavily represented instead of there being a mix of industries representing the entire market listed on the JSE, and that a substantial proportion of the companies are large listed companies and Socially Responsible Investment (SRI) Constituents. As a result, the results may not be representative of the overall market listed on the JSE.

Managers are more motivated by the legitimising aspect of advancing corporate reputation and stakeholder needs in compiling the integrated report than satisfying investor needs, while the intended audience of the report in the framework is the providers of financial capital. This needs to be considered in the future development of regulations and frameworks. Furthermore, policymakers and regulators should exercise caution in the early stages of IR, when there is still a lack of evidence to support significant short-term changes in reconsidering the business model as well as sustainable product development that could be convincingly attributed to mandatory IR. It is, therefore, critical that policymakers, government and regulators strive towards creating a wider enabling environment to advance sustainable product development and sustainable business models. This can include establishing incentives to encourage the development of sustainable products, or other incentives that serve to align business objectives with national and global objectives and frameworks. Industry bodies can play a significant role in developing universal industry standards in this regard. Consideration should further be given to implementing regulatory mechanisms for advancing and possibly enforcing responsible investment practices as a measure to fully engage business in the critical shift towards sustainable business practices.

The study is significant from a global perspective because IR and integrated thinking form a new and globally developing concept and the potential benefits and expected outcomes from an organisational perspective thereof for companies are currently the subject of continued global debate. This study aims to provide valuable insights into and understanding of the perceived organisational benefits of implementing IR requirements, as well as serves to highlight the challenge areas experienced in South African companies by compliance with IR requirements. The study also contributes towards the debate of motives of managers for producing an integrated report and how this will affect future directions.

The purpose of this paper is to empirically investigate the relationship patterns between competitive advantage and superior performance.

This study empirically investigates the aforementioned relationship patterns using a cross-sectional, self-administered survey methodology.

The results indicate that there are four relationship patterns between competitive advantage and superior performance. In addition, this study provides empirical evidence of the reasons, underpinning the relationship pattern of competitive advantage without superior performance as well as the relationship pattern of superior performance without competitive advantage.

This study contributes to our knowledge that competitive advantage is neither a necessary nor a sufficient condition for superior performance.

In finding support that there can be cases of underperformance despite competitive advantage and superior performance despite the absence of competitive advantage, the study’s findings are useful to practicing managers involved in the strategic management process of their firms.

This study fills an important gap in the empirical research, by responding to the literature call to test the possible relationship patterns between competitive advantage and superior performance. In addition, this study formally introduces the relationship pattern of competitive advantage without superior performance, and the relationship pattern of superior performance without competitive advantage that until now were largely ignored by the existing literature in the field of strategic management.

The objective of this study was to investigate the effect of involvement on consumers’ external search activities across several service settings. Two of the services were credence services (life insurance and furnace overhaul) and two services were experiential services (exercise club and Caribbean vacation). Involvement was measured with a two‐dimensional nine‐item scale, the dimensions being importance and involvement. External search was assessed using a seven‐item two‐dimensional scale, source and effort in search. Self‐administered surveys were completed by 331 residents of a major Midwestern US city. The results indicate that, across all four services, involvement does indeed influence consumers’ propensity to search externally. Finally, the implications of the findings for marketing managers are discussed.