Successful Cross-Paradigm Research
Steve Hoeffler ; Charles Areni; Paul Henry, Vanderbilt University; University of Sydney; University of Sydney
9th Mar 2011 02:00 pm - 03:30 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.