자연주의적 탐구조사(Naturalistic Inquiry)

HANDBOOK OF MIXED METHODS IN SOCIAL & BEHAVIORAL RESEARCH (Book)

Manhood in America: A Cultural History

Stereotyping, prejudice, and discrimination

Tally's Corner: A Study of Negro Streetcorner Men.

Purpose – The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals.Design/methodology/approach – This study involved a content analysis of 2,166 articles published between 2003 and 2009 in nine prominent marketing journals.Findings – A total of 34 mixed method studies implemented data‐collection procedures sequentially (79 percent), eight implemented them concurrently (19 percent) and one combined both sequential and concurrent procedures (2 percent). On the whole, priority was skewed more toward quantitative strands, with 27 articles prioritizing quantitative data (63 percent), three articles prioritizing qualitative data (7 percent), and 13 articles prioritizing both equally (30 percent).Research limitations/implications – It is clear that marketing scholars recognize the benefit of mixing qualitative and quantitative research; however, as a discipline we are not demonstrating knowledge of the mixed method literature or procedures, as on...

Mixed methods designs in marketing research

Using mixed methods designs in the Journal of Business Research, 1990–2010

The purpose of this paper is to investigate male (and father) role portrayals in advertising from a masculine theoretical perspective. We note that the traditional masculine hegemony in the US is still seen almost exclusively in television commercials, even at a time when masculine roles in society are changing rapidly. We summarize the literature on masculinity, noting its changing nature, and discuss the role of advertising in maintaining the status quo. We then present results from three content analyses of commercials during programs targeted to adult males, females, and children. Results suggest that portrayals of gender roles in commercials have not become more gender neutral. While women are being shown in less stereotypically traditional roles, male portrayals still reflect a very traditional masculine perspective. We conclude that male confusion concerning what masculine roles are expected of them is being exacerbated by their portrayals in commercials.

Is advertising a barrier to male movement toward gender change

As mixed methods continues to grow as a discipline, work to define what constitutes quality mixed methods research has become an emergent conversation. While progress has been made in this area, th...

Robert L. Harrison

Papers

Mixed methods designs in marketing research

Using mixed methods designs in the Journal of Business Research, 1990–2010

Is advertising a barrier to male movement toward gender change

Methodological Rigor in Mixed Methods: An Application in Management Studies:

The role of food culture and marketing activity in health disparities.