Mixed Methods

Doctor of Business Administration (DBA): Chapter 8 (Mixed Methods Research), and another Journal Review

This is a very productive day, as I am still writing the third entry on my site later. I read one chapter on Mixed Methods Research and did another journal review (The digitalization of retailing: an exploratory framework).
With the material that I have read in chapter 8, I am now re-thinking whether I should really do mixed methods research as it has many drawbacks. This is especially true, with my time constraint and lack of extra personnel to help me out. I will be on my own for this project. I am now thinking of pursuing a quantitative method, as I am mainly looking at the impact of digitalization on retailers.

DBA: Chapter 8 (Mixed Methods Research)

Today’s chapter covered Mixed Methods Research, which is a mechanism for conducting research that involves collecting, analyzing, and integrating quantitative (e.g. experiments, surveys) and qualitative (e.g. focus groups, interviews) research.

There are four main types of mixed methods research:

  • Explanatory
  • Exploratory
  • Triangulation
  • Embedded Design

Journal Review: The digitalization of retailing: an exploratory framework

The latest DBA journal review for my doctoral thesis was on ‘The digitalization of retailing: an exploratory framework’.

The main points of the article is as follows:

  • Since the emergence of the internet, scholars have taken great interest in the implications of retail. These implications include, new business opportunities, changing business models, new commerce and purchasing processes, whilst turning local shops into a global ones.
  • Digitalization far extends beyond e-commerce, as it involves the transformation of physical products into digital ones. It also involves incorporating various software, digital devices, and business processes into the purchase process.
  • Mobile devices have started to change consumer behaviour, particularly in fixed store settings. They are also becoming important in retail setting as more consumers are scanning barcodes, using location based services, near field communication.
  • Digitalization has been primarily limited in scholarly works to ‘e-commerce’.
  • Digitalization seems to just happen, as it is not imposed onto people or organizations, but it is something that is produced by society itself.
  • Digitalization isn’t new in retailing, as it has been around since the 1970’s with barcodes, automatic cash machines etc.
  • There is a mixing of humans and digital technologies. it is inevitable that humans will interact with different objects and digital technologies in retail i.e. smart phones, computer stations, electronic tills, etc. The relationship between non-human objects and humans changes as one another interacts through the digital world.
  • Digitalization transforms the interrelations between consumption and production.
  • Digitalization provides new opportunities for consumers, employees and businesses to connect.
  • Digitalization enables the consumer to participate in the value creations of both products and services.
  • Digitalization is also important for marketing creating activities such as relationship building with potential consumers, technologies/software to create different ways of approaching consumers as well as the internet for external collaboration with consumers.
  • Beyond the home PC, further digitalization has enabled the home consumer to interact via a store through various television technology and mobile devices, including smart phones and tablets.
  • The internet was thought to pose a threat to brick and mortar stores, but it has led to the contrary, it is now seen as a tool to strengthen the physical side of a retail business. The offline and online retail world are interwoven and intertwined by the different business practices, processes and products which cannot be isolated from another.
  • Digitalization also offers the possibility to increase and extend the offerings of the physical store.
  • Digitalization also offers new forms of pricings i.e. customized promotions and dynamic and discounted prices.

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