تحلیل محتوا روش‌های پژوهش آمیخته در نشریات مدیریت ورزشی با تاکید بر بازاریابی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه کردستان، دانشکده علوم انسانی، سنندج، ایران

2 گروه تربیت بدنی و علوم ورزشی ، دانشکده علوم انسانی، دانشگاه کردستان

https://www.doi.org/10.34785/J021.2022.003

چکیده

هدف از پژوهش حاضر بررسی روش تحقیق آمیخته و روند انتخاب طرح های مورد استفاده در مقالات چاپ شده در نشریات مدیریت ورزشی با تاکید بر بازاریابی بود. بدین منظور تمام مقالات چاپ شده در نشریه‌های مدیریت ورزشی که دارای رویکرد بازاریابی بودند به عنوان نمونه انتخاب گردید. نمونة آماری، کل شمار و شامل مقالات منتشرشده و مرتبط با بازاریابی در نشریات علمی- پژوهشی ایران تا پایان نسخه‌های الکترونیکی موجود در نشریات از سال (1389) تا (1398) بود. روش به کار رفته در پژوهش، روش تحلیل محتوا بود. ابزار مورد استفاده چک لیست کدگذاری شده بود که روایی آن توسط متخصصان مدیریت ورزشی مورد سنجش قرار گرفت. پایایی برگه‌ها با استفاده از ضریب توافق بین کدگذاران (آزمون اسکات) در حدود 84 درصد به دست آمد. برای تحلیل داده ها از نرم افزار ان ویوو استفاده شد. یافته ها نشان داد فقط18 مقاله به روش آمیخته کار شده بود که فقط5 مقاله دارای طرح آمیخته بود. همچنین نتایج این تحقیق نشان داد تنها 2 مقاله از نرم افزارهای طبقه بندی داده های کیفی استفاده شده بود. نتایج تحقیق حاضر نشان می‌دهد که استفاده از روش تحقیق آمیخته در این نشریات در دوران اولیه و شناخت کمی می‌باشد و امید است در آینده مورد توجه پژوهشگران قرار گیرد. بنابراین، انتظار می‌رود این پژوهش علاوه بر شناسایی مسائل، مشکلات و محدودیت‌های موجود و گذشته، رویکردی آینده نگر برای کشف فرصت‌ها و جهت‌دهی محققان در استفاده مطلوب از روش‌های پژوهش ترکیبی داشته باشد

کلیدواژه‌ها


عنوان مقاله [English]

Content analysis of mixed research methods in sports management journals with emphasis on marketing

نویسندگان [English]

  • Farid Ganji 1
  • sardar mohammadi 2
1 Farid Ganji, Ph.D. student of Sport Marketing Management, Kurdistan University, Sanandaj,Iran
2 Department of Physical Education and Sports Science, Faculty of Humanities, University of Kurdistan
چکیده [English]

Many researchers have tried to classify and classify different types of research methods, and each of them has proposed different types of this research method. Quantitative and qualitative development of research activities in knowledge[1]based and developed societies has become a constant and continuous process. Variety in different research methods requires a new approach to research methods and models. The use of integrated and integrated methods to accelerate the realization of research goals and provide a more complete picture and deeper understanding of the studied phenomena is a new movement in the field of scientific research that meeting this research need is one of the basic requirements of researchers. In the meantime, mixed research methods as an approach of quantitative and qualitative methods have created a situation for researchers based on which they can put together the methodologies, designs, models and methods used in a single research study. The meaning of mixed research method is a combined method including qualitative and quantitative topics. There are several categories of mixed designs. In the multi-stage research method in the mixed approach, the researcher may use a variety of hybrid schemes  convergent parallel, descriptive sequence, and exploratory sequence  in a historical study, respectively. The researcher's focus in such studies will be on a common goal in various projects. Quantitative and qualitative development of research activities in knowledge-based and developed societies has become a constant and continuous process. Variety in different research methods requires a new approach to research methods and models. The use of integrated and integrated methods to accelerate the realization of research goals and provide a more complete picture and deeper understanding of the studied phenomena is a new movement in the field of scientific research that meeting this research need is one of the basic requirements of researchers. In the meantime, mixed research methods as an approach of quantitative and qualitative methods have created a situation for researchers based on which they can put together the methodologies, designs, models and methods used in a single research study. The meaning of mixed research method is a combined method including qualitative and quantitative topics. There are several categories of mixed designs. In the multi-stage research method in the mixed approach, the researcher may use a variety of hybrid schemes — convergent parallel, descriptive sequence, and exploratory sequence — in a historical study, respectively. The researcher's focus in such studies will be on a common goal in various projects. This method is mostly used to evaluate or execute a program, which includes different steps at different time points. Although there is a goal in each of these steps, the ultimate goal of all the steps is a single goal. The study of mix methods begins with a title of mixed methods. In the introductory part of the study, the research problem is highlighted. This is limited to the expression of purpose and the expression of purpose is based on research questions or hypotheses. With each of these components in the introduction, the researcher uses the combined methods approach and a kind of combined methods design so that the research is coherent and solid and can be evaluated as a combined methods project. The title of a mixed methods study should include the words mixed methods to determine the type of design used. Also, if both types of qualitative and quantitative data are emphasized in the research, the title of the study should have a neutral format. If one of these two weights is given more weight in the study, the title can be oriented towards one of them. Introduction A study can also show mixed methods. Collecting quantitative and qualitative data requires the steps of sampling, obtaining a license, selecting the type of data, selecting how to record data, and monitoring the data collection process. At each stage, the approaches to collecting two types of data are different. In mixed research methods, it is useful to consider data collection Concurrent or sequentially and to link data collection methods to a specific type of mixed methods design. In Concurrent design, quantitative and qualitative data are collected over a period of time, but independently. In data collection in a consecutive plan, two types of data are entered in the study stages. Between these two stages, a new stage has entered in which the researcher must decide how to use the results of the first stage and base his research on the second stage. The purpose of this study was to investigate the method of mixed research and the process of selecting designs used in articles published in sports management journals with emphasis on marketing. For this purpose, all articles published in sports management journals that had a marketing approach were selected as a sample. The statistical sample was the total number and including articles published and related to marketing in Iranian scientific-research journals until the end of the electronic versions of the journals from (2010) to (2019). The method used in the research was content analysis method. The tool used was a coded checklist, the validity of which was assessed by sports management experts. The reliability of the sheets was about 84% using the coefficient of agreement between the coders (Scott test). NVivo software was used to analyze the data. The results showed that only 18 articles were mixed, of which only 5 had mixed designs. Also, the results of this study showed that only 2 articles of qualitative data classification software were used. The results of the present study show that the use of mixed research method in these publications is in the early period and little is known and it is hoped that in the future it will be considered by researchers. Therefore, it is expected that this research, in addition to identifying existing, past problems and limitations, has a forward-looking approach to discovering opportunities and orienting researchers in the optimal use of combined research methods. Researchers designing a study of mix methods can choose from four main types of mix methods: alignment (triangulation), nesting (nesting), explanatory, or exploratory. Researchers choose the combined methods of their design according to the design's ability to better answer the research question and the advantages of each design. Researchers should carefully consider the challenges associated with their chosen design and plan to address these challenges. As part of the design selection, decisions must be made about the Sequential or Concurrent timing of the two methods, whether the two methods will weigh the same or different, and how the data will be combined. In his previous work on the mixed research method, Creswell categorized them into six methods (ie, convergent parallel, explanatory sequence, exploratory sequence, nest, evolutionary, and multistage), but in recent years he has edited his work in a fourfold classification. . In any case, since the goal of mixed research is to address the shortcomings of quantitative and qualitative approaches, newer and more diverse methods can be achieved by combining different methods. Therefore, it seems that this field has not yet reached full maturity and will undergo new changes in the coming years.

کلیدواژه‌ها [English]

  • "mixed research method"
  • "sports management journal"
  • "content analysis"
  • "Sequential plans"
  • "concurrent plans"
Asgari, B., Elahi, A., & Poorsoltani, Z. H. (2014). Analysis of sport management articles published in Journal of Research on Sport Science. Sport Management Studies, 22, 155-72. (Persian).
Asgari, B., Ziaei, A., & Bakhshudaniha, I. (2012). Citation analysis of journal articles in movement sciences and sport. Communication Management in Sports Media Journal, 1(1), 35-38. (Persian).
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks, CA: Sage. 78
Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research. Thousand Oaks, CA: Sage.
Creswell, J. W., Plano Clark, V. L., Gutmann, M. L., & Hanson, W. E. (2008). An expanded typology for classifying mixed methods research into design. The mixed methods reader. In V. L.P.
Clark & J. W. Creswell (Eds.), The mixed methods reader (pp. 159–197). Thousand Oaks, CA: Sage. 774–788.
Funk, D. C., Mahony, D. F., & Havitz, M. E. (2003). Sport Consumer Behavior: Assessment and Direction. Sport Marketing Quarterly, 12(4).
Ghanwi Hassan, Movahedi Farideh, Yarmohammadian Mohammad Hussein, Ajami Sima (2012). Citation analysis of published articles in health information management research journal 8 (1) 82-92. (Persian).
Ghasemi, Hamid, Nourbakhsh, Mahvash, & Rashti Gita Tile )2012). Analysis of content of sports management articles in scientific journals. Mutant Quarterly 8 (1) 82-92. (Persian). Greene, J. (2007). Mixed methods in social inquiry. San Francisco, CA:
Jossey-Bass. Guest, G. (2013). Describing mixed methods research: An alternative to typologies. Journal of Mixed Methods Research, 7(2), 141–151.
Harrison, R., & Reilly, T. (2011). Mixed methods designs in marketing research. Qualitative Market Research, 14(1), 7–26. Journal of Mixed Methods Research, 5(1), 7–24.
Johnson, R., & Onwuegbuzie, A. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14–26.
Kim, D., & Li, X. R. (2013). Introduction to the special issue on advancing research methods in marketing: Editorial. Journal of Business Research, 66(9), 1243–1244.
Leech NL, Onwuegbuzie AJ. A typology of mixed methods research designs. Qual Quant. 2009; 43(2):265–75.
Lough, N., & Brann, M. (2011). Sport Marketing Quarterly’s top 20 in 20 years. Sport Marketing Quarterly, 20(4), 219–226.
Molina-Azorin, J. (2011). The use and added value of mixed methods in management research.
Molina-Azorin, J. (2012). Mixed methods research in strategic management: Impact and applications. Organizational Research Methods, 15(1), 33–56.
Morgan, D. (2007). Paradigms and pragmatism regained: Methodological implications of combining qualitative and quantitative methods. Journal of Mixed Methods Research, 1(1), 48–76.
Myers, K. (2010). Mixed methods. In V. D. Miller, M. S. Poole, D. R. Seibold, and Associates, Advancing research in organizational communication through quantitative methodology, Management Communication Quarterly, 25(1), 4–58. & 79
Peetz, T., & Reams, L. (2011). A content analysis of sport marketing quarterly: 1992–2011. Sports Marketing Quarterly, 20(4), 209–218.
Plano Clark, V. L. (2010). The adoption and practice of mixed methods: U.S. trends in federally funded health-related research. Qualitative Inquiry, 16(6), 428–440.
Quarterman, J., Pitts, B. G., Jackson Jr, E. N., Kim, K., & Kim, J. (2005). Statistical data analysis techniques employed in Sports Marketing Quarterly: 1992 to 2004. Sport Marketing Quarterly, 14(4), 227–238.
Rudd, A., & Johnson, R. (2010). A call for more mixed methods in sport management research. Sport Management Review, 13(1), 14–24.
Sharifi, M., Harijani, S., & Asgari, B. (2011). Descriptive analysis articles for scientific publications of physical education and sport sciences during 2005- 2009. Journal of Sport Management, 12, 61-86. (Persian)
Tashakkori, A., & Teddlie, C. (2003). Handbook of mixed methods in social and behavioral research. Thousand Oaks, CA: Sage.
Teddlie, C., & Tashakkori, A. (2009). Foundations of mixed methods research. Washington, DC: Sage.
Teddlie, C., & Tashakkori, A. (2012). Common “core” characteristics of mixed methods research: A review of critical issues and call for greater convergence. American Behavioral Scientist, 56(6).
van der Roest, J. W., Spaaij, R., & van Bottenburg, M. (2015). Mixed methods in emerging academic subdisciplines: The case of sport management. Journal of Mixed Methods Research, 9(1), 70–90. Yin, R. K. (2014). Case study research: Design and methods. Thousand Oaks, CA: Sage