Mixed-Method Approach for Developing Market

¶ … Mixed-Method Approach for Developing Market Segmentation Typologies in the Sports Industry by Rohm, Milne & McDonald (2006) is a study that presents a mixed-method approach for segmenting a sports product-market using participation motivation data. The research setting for this study involved subscribers to Runner's World magazine. This is a publication that targets running enthusiasts with a circulation in the U.S. Of approximately 500,000 subscribers. This research context and 864 sample size is appropriate for the application of the mixed-method research design described here because it involves a consumer segment whose participation motives regarding running may be rational, or emotional, or both .

Data for this study was gathered as part of a larger data collection effort. A four-page questionnaire was mailed to 2,000 Runner's World subscribers. A cover letter, a small incentive (a running pace wheel), and postage-paid return envelope were included in the mailing. A follow-up postcard was sent approximately two weeks after the initial questionnaire mailing. This generated a 43.2% response rate. This was a very good response rate which generated a very appropriate sample size for this type of study.

The article "Managing" Corporate Community Involvement by Voort, Glac & Meijs, (2009) draws on the results of a qualitative study (August 2005 -- April 2008) on the micro-dynamics of framing CCI in a Dutch financial conglomerate of approximately 11,000 employees in the Netherlands. This organization was chosen for three reasons. First, the case represents a best practice in CCI and employee volunteering in the Netherlands. Second, this organization has explicit ambitions to lead the broader CCI movement in the Netherlands. Third, the researchers had established access through our prior involvement with the organization. Because the study was conducted in several different divisions of a large conglomerate, the data represents a sample of large companies in the financial services sector that are especially prone to engaging in community involvement initiatives, which is very appropriate for this study.

The researchers triangulated the data sources by interviewing over 60 organizational members, including CCI staff, managers from diverse hierarchical positions, staff members, and employees. Each interview lasted between 45 and 120 min and was transcribed in full for coding purposes. The researchers also collected more than 2,000 pages of relevant documents, including minutes from CCI staff meetings, annual reports, intranet postings, and several drafts on a strategic communication plan. This sample size appears to be adequate and appropriate for the study being undertaken.

The article Are Consumers Rational? Experimental Evidence? By Shugan (2006) looks at the different tests that can be used to try and predict consumer behavior. The difference between experimental and statistical controls explains the divergence in conclusions. Experimental controls test rationality based on whether previously absent variables exhibit significant explanatory power holding known explanatory variables constant. Statistical controls test rationality based on the incremental explanatory power of previously absent variables after accounting for known explanatory variables. Moreover, experimental tests tend to isolate consumer behavior predictions while statistical tests check for sufficient accuracy to choose among different firm strategies.