The Landscape of Research Methodology Selection: Appropriate or Convenient?
Raquel Reis
IPAM - The Marketing School, Portugal
PhD in Marketing from the University of Sheffield, UK. Assistant Professor and Director of the Marketing Management Master in IPAM – The Marketing School – Laureate International Universities.Marketing Director of Cenertec – Centro de Energia e Tecnologia, since 1998. Trainer and consultant in marketing and communication areas. Research Interests: Relationship Marketing, Social Responsibility and Qualitative Methodology.
Abstract
Purpose of the Paper ‐ The purpose of this paper is to shed light on the motivations behind choosing a particular research methodology. A critical reflection on this topic seems to be clearly neglected. Theoretical... [ view full abstract ]
Purpose of the Paper ‐ The purpose of this paper is to shed light on the motivations behind choosing a particular research methodology. A critical reflection on this topic seems to be clearly neglected.
Theoretical background – There is some controversy among researchers regarding their methodological preference (quantitative, qualitative or triangulation).
Design/Methodology/Approach ‐ 9 semi-structured interviews were carried out in order to explore researchers’ perceptions on the choice of research methodology in a University in the North of Portugal.
Findings ‐ Researchers focus predominantly on external pressures or convenience in the process of adopting a research stance, thus often neglecting what the research is actually calling for.
Research/Limitations/Implications - This research is of an exploratory nature and thus focuses on a small, specific sample. It is recommended to continue the research in different settings.
Originality/Value/Contribution of Paper ‐ This research is innovative since it questions the status quo of research design. This may be helpful to researchers making them more aware of the implications on research methodology selection. Also, it may be beneficial for publishers and research funding bodies to promote a more diverse research landscape.
Authors
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Ivo Cardoso
(Universidade Lusiada, Portugal)
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Raquel Reis
(IPAM - The Marketing School, Portugal)
Topic Area
Marketing Research & Methodology Track: Click here for the Marketing Research & Methodolog
Session
PT1-P » Poster (16:00 - Tuesday, 7th July)
Paper
Landscape_of_research_methodology-poster_AM2015-Cardoso-Reis.pdf
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