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Conducting Mixed-Methods Research: From Classical Social Sciences to the Age of Big Data and Analytics
Viswanath Venkatesh; Susan (Sue) Brown; Yulia Sullivan · Virginia Tech Libraries · 2023
Scholars in the social sciences are increasingly expected to incorporate both quantitative and qualitative techniques and methods into their research. The growth of “mixed-methods” research is evident in social science disciplines ranging from psychology and management to marketing and information systems. This book is designed to provide principles, strategies, and guidance specifically for researchers in these disciplines so that they can use mixed-methods research more effectively. In thirteen chapters, Conducting Mixed-Methods Research takes readers through the research process, from defining research questions to writing articles using a mixed-methods approach. For those who are well trained in either qualitative or quantitative methods, the book shows them how to think about the purposes of mixed-methods research, design mixed-methods studies, and develop meta-inferences by integrating findings from both methods. Throughout, the discussion is grounded in examples taken from published research, carefully chosen to highlight best practices, thus opening a window into a broad body of mixed-methods research applications.
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The Data Renaissance
J.J. Sylvia IV · Fitchburg State University
In the contents: 06: Data in Sports Marketing · 6.03: Sources of Data in Sports Marketing · 6.07: The Future of Sports Marketing