Mixed methods research - why and how to use it

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Stone, Merlin and Palazzo, Maria (2020) Mixed methods research - why and how to use it. In: Companion for Marketing Research. Wright, Len Tiu, ed. Routledge, UK. . [Book Section] (Accepted/In press)

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Abstract

Chapter 5: This chapter elucidates and justifies mixed methodological foundations and research design. It describes mixed-method research design with justification of the choice of methodologies. This chapter can be used by postgraduate researchers who are considering following this approach or applying it. The case study of consumers’ perceptions towards HSBC visual identity is employed to illustrate how mixed-method approach can deliver insight.

Item Type: Book Section
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 31046
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Depositing User: Pantea Foroudi
Date Deposited: 28 Sep 2020 10:21
Last Modified: 16 Oct 2020 17:17
URI: https://eprints.mdx.ac.uk/id/eprint/31046

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