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Marketing

Successful Cross-Paradigm Research

Steve Hoeffler ; Charles Areni; Paul Henry, Vanderbilt University; University of Sydney; University of Sydney

9th Mar 2011  02:00 pm - Room 214/215, H69 - Economics and Business Building

Marketing has embraced a number of research paradigms including a variety of qualitative and quantitative approaches. Many research topics can be productively researched using more than one approach, but such cross-paradigm research has its own sets of issues and rewards. To discuss how it can be done successfully, we have put together a panel of local and international experts who have collaborated on a number of cross-paradigm projects. The panel will share their insights on and answer questions about how to make such cross-paradigm research most successful.