Academic journal article Electronic Journal of Business Research Methods

Editorial for EJBRM Volume 11 Issue 1 2013

Academic journal article Electronic Journal of Business Research Methods

Editorial for EJBRM Volume 11 Issue 1 2013

Article excerpt

This issue has four papers of which two papers analyse the application of two types of quantitative methods (Finite Mixture Models and Likert scales), one paper gives an excellent review of the application grounded theory methods in IS research and the fourth paper introduces a less well known or used technique that of photo elicitation.

Both quantitative research methods papers evaluate their chosen analytical method under various practical scenarios, so that they can offer advice to other researchers on how best to taylor the method to differing practical circumstances. Tuma and Decker provide a comprehensive survey of the use of Finite Mixture Models methods in marketing, published since 2000. For marketers effective market segmentation is of great importance. But there are many problems in applying standard clustering techniques to this task. Tuma and Decker gives an excellent review of the potential value of using FMM techniques to improve the quality of segmentation. They provide advice on the appropriate selection of method under varying practical circumstances. Lantze investigates the phenomena of non equidistant Likert scales. He carries out an experiment to establish what type of question tends to generate these type of scale responses. He then analyses the effect of various types of non equidistant scales on the various statistical tests that can be applied to the date collected in this way. So that he can recommend the most effective type of test for the various types of non equidistant Likert data. …

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