I found the two session really useful and wish I had taken them much earlier. Laura Venn, Co-founder and Director of Research, Innovative Futures Research, a company based in Warwick. Kozinets, Professor of Marketing, Schulich School of Business, York University.Īnyway, the session were led by Dr. I am really into netnography, the process and term coined by Professor Robert V.
There also seems to be an increasing move towards research involving mixed methods which I feel is a good development. However, after teaching research methods and the fact that a number of my dissertation students were using qualitative methods forced me to move outside my comfort zone. Previously, I did not have the inclination (nor the time) to learn more about the various qualitative methods (and tools like NVIVO).
My research philosophy is grounded in positivism and my PhD Thesis was based upon extensive quantitative research, using structural equation modelling. This actually underlines the philosophical divide that exists in academia (especially in the social sciences) between the positivists and the interpretivists in particular. Some of my friends were quite surprised as I am a 'quantitative' guy and one even joked 'You are moving to the other camp'. Last week, I attended the basic and advanced NVIVO 10 training sessions (2.5 hours each) on the 3rd and 6th.
