Hosting a Successful Metamodern Party: Mixed Methods Management Research on the Web 2.0+

  • Anna K. Zarkada
  • George G. Panigyrakis
  • Eugenia Tzoumaka


There is an academic consensus that mixed methods designs can help overcome the inherent limitations of single method protocols because they simultaneously provide data depth and breadth whilst safeguarding generalisability and transferability of results. Still, their use in academic research remains limited due to the high costs involved. In this chapter it is argued that a large part of the resource restrictions can be reduced by using the internet for sampling and data collection.

A study of the consumer-based brand equity of celebrity footballers is presented as an example of an exploratory sequential mixed methods design combining on line sampling, focus group participant recruitment, and quantitative data collection with traditional focus groups.

The chapter provides checklists and practical tips for selecting and designing data collection platforms, managing research ethics and applying research promotion strategies. It demonstrates that online research increases rather than sacrifices data quality and argues for the necessity of combined on and offline mixed methods management research enriched with state-of-the-art technology developed by businesses. Moreover, it offers industry an academically sound testing of their digital marketing practices. Finally, the effect of aligning academic research with the realities of the Web2.0+ lived experience on the academics’ role identity is explored.



The research project used as an example here was funded by FIFA under João Havelange Research Scholarship by CIES Research and sponsored by the digital publishing group 24MEDIA. The authors gratefully acknowledge the technical advice provided by Ms Katerina Fotiadi and the helpful comments of Dr Ilias Kapareliotis.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Anna K. Zarkada
    • 1
  • George G. Panigyrakis
    • 1
  • Eugenia Tzoumaka
    • 1
  1. 1.Department of Business AdministrationAthens University of Economics and BusinessAthensGreece

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