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dc.contributor.authorTomczyk, Przemysław
dc.identifier.citationTomczyk P. Multi-Method Analysis [in:] Ghorbani A, Takhar A, (Eds). Market Research Methodologies: Qualitative and Multi-Method Approaches, IGI Global, 2015, pp. 184-198pl_PL
dc.description.abstractMulti-Method Analysis (MMA) can be understood as an interdisciplinary approach to the triangulation of research results or deepening of knowledge gained as a result of classical hypotheses testing by means of statistical analysis. In this case, the synergy effect obtained by using MMA as a combination of the quantitative (survey research) and qualitative (In-Depth Interviews – IDI) analysis is presented. To achieve the empirical bases of the study, a theoretical model is used as a marketing management example. The model refers to firm performance as a result of customer lifetime value management. The essence of the case study is to present the whole research to illustrate the researcher’s way of thinking from conceptual model development through quantitative hypothesis testing and qualitative explanation. The research was conducted from 2012 – 2013 in the insurance industry in Poland.en
dc.publisherIGI Globalpl_PL
dc.rightsDozwolony użytek
dc.subjectcustomer lifetime value managementen
dc.subjectcustomer lifetime valueen
dc.subjectcustomer relationshipsen
dc.subjectcustomer relationship managementen
dc.titleMulti-Method Analysisen
dc.contributor.organizationKozminski Universitypl_PL
dc.description.epersonPrzemysław Tomczyk

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