摘要
借鉴混合方法研究框架,首次将多重实验法设计策略划分为四大基本象限,在各象限内按基本型与拓展型将6种国内外顶级营销学期刊2012年至2017年6月发表的232篇多重实验法文章分类,并选出1篇最典型例文从研究问题确定、总体设计策略选取、各个实验实施与衔接、整合讨论四个研究环节上展开剖析,探讨多重实验研究方法典型设计策略的主要特征、优劣势、适用条件及其实现路径。
Based on the researching framework of mixed method, the design strategy of multiple-experiment method is first divided into four basic quadrants. 232 multiple-experiment articles published from January, 2012 to June, 2017 in six top marketing journals at home and abroad are categorized into basic and extended categories within each quadrant. One typical paper from each quadrant was selected and analyzed from problem determining, overall design strategy selecting, and implementation of various experiments to integrating discussion. Main characteristics, advantages and disadvantages, applicable conditions and implementation path of the multiple-experiment research method are explored in this paper.
作者
张羽飞
原长弘
刘园园
ZHANG Yu-fei;YUAN Chang-hong;LIU Yuan-yuan(School of Management,Xi'an Jiaotong University,Xi'an 710049)
出处
《软科学》
CSSCI
北大核心
2019年第8期98-103,109,共7页
Soft Science
基金
国家自然科学基金项目(71572141)
陕西省软科学研究计划重点项目(2016KRZ004)。
关键词
营销学
研究方法
多重实验法
marketing
research method
multiple-experiment method
