Prof. Babak Taheri, PhD
Professor of Marketing
Director of Doctoral Programmes (EBS/SoSS)
Dean of Scottish Graduate School of Social Sciences
School of Social Sciences (SoSS), Heriot-Watt University
Dubai | Edinburgh | Malaysia
Professor Babak Taheri, professor at Heriot-Watt University, will be presenting, as part of the Dean’s Distinguished Speaker Series. This is an invite only event. If you are interested in attending, please email Archana Jain (email@example.com).
TOPIC: Application of mixed-methods and scale development in interdisciplinary studies
Evaluating mixed methods data is more than just comparing and possibly melding the conclusions drawn from separate data sets. Here, mixed-methods approach is defined as collecting, analyzing, interpreting quantitative and qualitative data in a single study. Qualitative and quantitative approaches provide different view about a phenomenon. Mixed-methods approach helps researchers to enrich their findings; upsurge the breadth of the main research question/aim; testing/interpreting a theory and/or model; and seeking for different informants’ contributions. Furthermore, one of the best applications of mixed-method approaches is scale development. Researchers in a wide range of business management and interdisciplinary studies, particularly hospitality and marketing management studies are frequently involved in the development and revision of multiple-item measuring instruments, including scales and subscales. To a substantial degree, the quality of these instruments determines the extent to which the analyses and statistical efforts produce trustworthy results. To this end, Prof. Babak Taheri unpacks the application of mixed-methods and different steps of scale development process, with its implications for theory and practice in a mixed-methods setting.
About Professor Babak Taheri:
I am a Professor of Marketing in Business Management Department at Heriot-Watt University, Edinburgh, UK. Using an interdisciplinary approach, my research has a dual focus: ‘marketing management’ and ‘consumer research’ with a particular interest in “tourism, leisure, and cultural consumption” areas. Over the years, I have over 110 academic publications in high-ranked elite journals with high impact factors. I am the co-chairman of tourism marketing special interest group in Academy of Marketing, UK. I am also currently serving as senior editor for Tourism Management Perspectives and associate editor for The Service Industries Journal. I edited 3 special issues in top ranked journals including: Journal of Marketing Management; International Journal of Contemporary Hospitality Management; and The Service Industries Journal. I am also currently editing four special issues in high ranked journals. I am also regularly keynote invited speaker and panelist at several academic and non-academic conferences and workshops. At an institutional level, I have provided academic leadership for over several academic colleagues, supervised and graduated several PhD students. I have also secured over £2.5m in funding. From a teaching and learning perspective, I have taught at different university levels including BSc, MSc, MBA and MRes. I use interactive, experiential and engaging learning methods in my teaching.
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