What is the effectiveness of inclusion practices in a high school? Mixed method design

What is the effectiveness of inclusion practices in a high school? Mixed method design

Rohm, A. J., Milne, G. R., & McDonald, M. A. (2006). A Mixed-Method Approach for Developing Market Segmentation Typologies in the Sports Industry. Sport Marketing Quarterly, 15(1), 29-39. Type of Study: Mixed Method Approach Research Topic: The topic of research is to understand the demographic and self-expressed motivations of sports and fitness consumers to enable marketing professional to have the information necessary to develop successful marketing and advertising appeals based on market segmentation and consumer typologies. Purpose of the Study: The purpose of the research study is to gain enough information to successfully develop consumer typologies based on consumer analysis of numerous participant motivations. Theoretical Framework: (Identify the theoretical/conceptual framework) The theoretical framework for this research is based on an approach which began with literature review focused on market segmentation and participant motivations. The conceptual framework is multifaceted as it includes realistic significant information provided through literature, research, data collection and a questionnaire which included both open and closed-ended questions. Specific Research Questions/ Philosophical Underpinnings: The researchers’ philosophical underpinnings are suggestive that participant motivations could guide marketing segmentation if the data can be collected and used in the most effective way. With this research providing significant insight into the perspectives of differing consumer groups and suggests the development of effective marketing and promotional communication efforts directed at these groups would be beneficial. Mixed method design: (present the elements of quantitative and qualitative and describe how these complement each other and why it was important or was not important, to conduct this research as a mixed methods design.) The mixed method design included two portions which combined represent a clear understanding of the research from a quantitative and qualitative approach. The initial portion of research was conducted through literature review based in participant motivation in sports and leisure behavior and included additional mixed method research in sports marketing. The second portion included the questionnaire to consumers. The questionnaire included open-ended questions developed and administered in the form of survey. The survey was administered through Runner’s World magazine in an attempt to reach a large sample size. Information gained through the survey was evaluated through differing perspectives from qualitative and quantitative data. Both elements allowed research to access existing research, develop theories and judgements, identify gaps and scrutinize data using a quantitative approach. Rohm (2006) explained “Relaying on quantitative approaches would risk losing the richness of the open-ended qualitative responses and to rely solely on qualitative approaches would risk leaving the researcher with an unwieldy and less meaningful array of segmentation types.” Pg. 32 Procedure: (How was the data collected? What was the sampling strategy used?) Literature review was conducted to collect data related to the potential complexities of sports and fitness consumers’ mindsets. Literature review suggested there are emotional and rational motivations related to how consumer purchases are made which include products and services they prefer to use and take the use of information another step further to focus communication to be aligned with market segmentation. Out of 500,000 subscribers, 2,000 subscribers were mailed the specialized 4-page questionnaire. Along with the questionnaire participants were provided a small gift and a return envelope with postage paid. The response rate was 43.2%; 864 responses were received. The questionnaire included open and closed-ended questions. Open-ended questions were obtained to develop baseline for qualitative analysis. Closed-ended questions were obtained for quantitative analysis. Variables/Concepts: (Identify the Dependent and Independent Variables or confounds.) The dependent variables include a predisposition of motivations for the cluster group which could include multiple factors such as addiction, fitness, competitiveness, self-esteem, mental health, weight management, social dispositions, spiritual preferences and personal aspirations. Instrument(s) analysis: (Discuss reliability, validity and generalizability of the measures included in the study and/or discuss methods for collecting data. Discuss how rigor is assured.) Reliability, validity and generalizability of the information was obtained through the methods of research ensure the rigor of the study. Data analysis: (Discuss the statistical software, if any, used in analysis of the data and the type of analyses included.) The research and data analysis were conducted through a multivariate statistical observation and analysis. The open-ended questions utilized QSR NVivo qualitative analysis software program, a subsequent principal component and cluster analysis for a 10-step process. Closed-ended questions used general questions about topics which have influences previous purchases, brand acquisition, perceptions of strengths and weaknesses within other brands, purchasing demographics, running history and lastly an open-ended question with a maximum of 15 lines response. 94.3% of participants answered the open-ended question “How important is running to you and why?” Consent: (What type of consent, if any, was obtained from the participants?) Consent from participants was not referenced in the study. From the Institutional Review Board (IRB) “obtaining informed consent is a basic ethical obligation and legal requirement for researchers.” (IRB, 2018) With the understanding of the ethical and legal obligation to obtain consent, Researchers would be required to ensure consent is obtained from participants to ensure the credibility of data. Reference Rohm, A. J., Milne, G. R., & McDonald, M. A. (2006). A Mixed-Method Approach for Developing Market Segmentation Typologies in the Sports Industry. Sport Marketing Quarterly, 15(1), 29-39. Campbell, C. (2018). Mixed Method Research Manuscript Critique. Unpublished manuscript, Argosy University

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