Research methods are the tools researchers use for collecting and collating data. This entry on research methods will cover the use of secondary, qualitative, and quantitative methods in the study of corporate reputation. Today, it is common for studies to employ mixed-methods design (both qualitative and quantitative). Throughout the entry, examples of mixed methods are discussed. Primary research is any research that the researcher conducts himself or herself, such as interviews, surveys, and experiments. It can include quantitative or qualitative methods. Secondary research includes the use of archival research, syndicated research, and historical and legal methods. Qualitative research consists of personal interviews, focus groups, projective techniques, and case studies. The section on quantitative research covers surveys, content analysis, the Q-sort method, and experiments. The entry ...

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