Multi-Method Analysis

Multi-Method Analysis

Przemyslaw Tomczyk (Warsaw School of Economics, Poland)
DOI: 10.4018/978-1-4666-6371-8.ch012
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Multi-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.
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Main Focus

Customer lifetime value (CLV) is the sum of discounted cash flows generated by a single customer or a customer segment, during the entire period of the cooperation with the company (Villanueva, Hanssens, 2007; Pfeifer, 2005; Kumar, Ramani, Bohling, 2004). Since this value can be managed (Blattberg, Getz, Thomas, 2001; Kumar, George, 2007), the customer lifetime value management (CLV management) is a combination of activities that rely on measuring and maximizing this value, based on customer knowledge (Kumar, Venkatesan, Beckmann, 2009; Kumar V, Ramani, Bohling, 2004). The sequence of CLV management activities are characterized circular. Its simplified model is presented on Figure 1.

Figure 1.

CLV management cycle: a simplified model

Source: author’s own

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