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Marketing Research
Methodologies and Digital Techniques
- Phil Harris - University of Chester, UK
- Ben Binsardi - Glyndwr University, UK
- Alexis Mclean - University of Chester, UK
February 2026 | SAGE Publications Ltd
PHILOSOPHY, PARADIGM AND ETHICS
Philosophy, Paradigms and Ethics
Research Proposal and Literature Review
Sampling and Recruitment Methods
Validity, Bias, Errors, Reliability and Accuracy
Mixed Methodology, Triangulation and Meta-Analysis
ONLINE DATA COLLECTION METHODS
Types of Online Data and Collection Methods
Online Interviews and Online Focus Group Discussions
Case Study and Online Observation
Online Survey Questionnaires
USING QUALITATIVE ANALYSIS TO ANALYSE ONLINE DATA
Textual and Discourse Analyses
Thematic Analysis and Grounded Theory (GT)
Netnography (Online Ethnography)
Storytelling and Narrative Analysis
Projective Techniques
USING QUANTITATIVE ANALYSIS TO ANALYSE ONLINE DATA AND GOOGLE ANALYTICS
Mann Whitney U-test and Wilcoxon Rank-Sum Test
Chi-Square, Kolmogorov-Smirnov and McNemar Change tests
Multivariate Analysis of Variance and Covariance (MANOVA and MANCOVA)
Linear and Non-Linear Regression Analyses
Factor Analysis (FA)
Discriminant Function Analysis (DFA)
Logistic Regression
Conjoint Analysis (CA)
Dummy Variable (DV) Models
Structural Equation Modelling (SEM)