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.

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