The aim of this research is to investigate the implementation of multiple methods research in marketing. It is proposed that using multiple method of study produces a more robust and compelling results than single method study. The study is based on a content analysis of five leading marketing journals published from 1990 to 2008. The study aims at examining the implementation of multiple methods research in marketing.
Nature and Significance
Previous findings show that researchers rarely use multiple research methods in marketing and that it represents less than 4% of empirical studies over the last two decades (Davis, Golicic, & Boerstler, 2011). The significance of this article is to present the benefits and challenges of conducting multiple methods in marketing compared to single method studies. The research pointed out that using multiple method in marketing research helps produce more robust and compelling results that single method studies.
This article attracted my attention because the course work for the week covered the various approaches used in marketing research. Past studies have criticized research methods used in market research for lack of diversity and failure to integrate additional methods to study dynamic and complex phenomena (Zikmund & Babin, 2010). The study concluded that multiple methods research offers a promising answer to critics of method bias in marketing research (Davis, Golicic, & Boerstler, 2011).
The main idea presented in the article under review is how multiple methods can help produce reliable results in marketing results. According to Zikmund & Babin (2009), using multiple methods in conducting market research produces more reliable and robust results than single methods.
The study found that multiple methods research is relatively rare in marketing research. Despite the significant benefits of this approach, authors in this study described challenges in conducting and publishing such results. Marketing researchers should adopt multiple research methods to achieve the desired research objectives.
Davis, D. F., Golicic, S. L., & Boerstler, C. N. (2011). Benefits and challenges of conducting multiple methods research in marketing. Journal of The Academy Of Marketing Science, 39(3), 467-479. doi:10.1007/s11747-010-0204-7
Zikmund, W. G., & Babin, B. J. (2010). Essentials of marketing research (4th ed.). Mason, OH: South-Western, Cengage Learning.