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The University of Southampton
Winchester School of Art

Quants is quants, and qual is qual...: Luxury and Mixed-Methods Research Seminar

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16:00 - 17:30
9 May 2018
Harvard Suite (Room Number 3032), WSA

For more information regarding this seminar, please email Professor John Armitage at .

Event details

The divisions between ‘quantitative research’ and ‘qualitative research’ has been the focus of much discussion over the years, with a strong movement in favour of ‘mixed methods research’ But what impact has this had on the way that luxury has been researched? This seminar will survey the current state of the field, including the interactions between the competing approaches to researching luxury. Based on this diagnosis, the possibilities for mixing methods will be discussed, with some tantalising examples of potential research.

Speaker information

Adam Dunn & Mike Bastin. Adam and Mike share a passion for research and have many years’ teaching experience across a wide and eclectic range of advanced research methods. Adam occupies a senior role at WSA in his capacity as Co-ordinator of all Professional and Academic Skills modules across the marketing and management MA programmes and Mike has recently introduced multivariate statistical analysis and the use of SPSS on the MA Fashion Marketing and Branding Programme, in his capacity as programme leader. Over the last few years both have become increasingly aware of the paucity of quantitative methods used in luxury marketing and management research and the insufficient efforts used to integrate multiple methods. This seminar represents a step towards publication of a paper that will shed light on the benefits of the mixed method approach in luxury marketing and management research and provide an insight into overcoming operational challenges faced in so doing.

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