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)
![]() |
PDF
- Final accepted version (with author's formatting)
Restricted to Repository staff and depositor only Download (503kB) |
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 |
Useful Links: | |
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 |
Actions (login required)
![]() |
View Item |