Mixed methods research: why and how to use it

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Palazzo, Maria and Stone, Merlin (2021) Mixed methods research: why and how to use it. In: The Routledge Companion to Marketing Research. Wright, Len Tiu, Moutinho, Luiz, Stone, Merlin and Bagozzi, Richard P., eds. Routledge Companions in Business, Management and Marketing . Routledge, London / New York, pp. 73-106. ISBN 9781138682788, e-ISBN 9781315544892, pbk-ISBN 9780367694319. [Book Section] (doi:10.4324/9781315544892-7)

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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
Notes on copyright: This is an Accepted Manuscript of a book chapter published by Routledge in The Routledge Companion to Marketing Research on 28 June 2021, available online: http://www.routledge.com/9781138682788
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Depositing User: Pantea Foroudi
Date Deposited: 28 Sep 2020 10:21
Last Modified: 07 Jul 2021 09:46
URI: https://eprints.mdx.ac.uk/id/eprint/31046

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