Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Multi-Method Analysis

Multi-Method Analysis
View Sample PDF
Author(s): Przemyslaw Tomczyk (Warsaw School of Economics, Poland)
Copyright: 2015
Pages: 15
Source title: Market Research Methodologies: Multi-Method and Qualitative Approaches
Source Author(s)/Editor(s): Amandeep Takhar-Lail (University of Bedfordshire, UK) and Ali Ghorbani (Payame Noor University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch012


View Multi-Method Analysis on the publisher's website for pricing and purchasing information.


Multi-Method Analysis (MMA) can be understood as an interdisciplinary approach to the triangulation of research results or deepening of knowledge gained as a result of classical hypotheses testing by means of statistical analysis. In this case, the synergy effect obtained by using MMA as a combination of the quantitative (survey research) and qualitative (In-Depth Interviews – IDI) analysis is presented. To achieve the empirical bases of the study, a theoretical model is used as a marketing management example. The model refers to firm performance as a result of customer lifetime value management. The essence of the case study is to present the whole research to illustrate the researcher's way of thinking from conceptual model development through quantitative hypothesis testing and qualitative explanation. The research was conducted from 2012 – 2013 in the insurance industry in Poland.

Related Content

Enrica Amaturo, Biagio Aragona. © 2022. 10 pages.
Emiliana Mangone. © 2022. 13 pages.
Felice Addeo, Valentina D'Auria. © 2022. 18 pages.
Costantino Cipolla. © 2022. 12 pages.
Gianluca Attademo, Alessia Maccaro. © 2022. 11 pages.
Francesco Marrazzo. © 2022. 22 pages.
Sergio Mauceri, Maria Paola Faggiano, Luca Di Censi. © 2022. 24 pages.
Body Bottom