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)

PDF - Final accepted version (with author's formatting) Restricted to Repository staff and depositor only until 28 December 2022. Download (503kB) | Request a copy

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.

Actions (login required)

View Item

Statistics

DownloadsShow export options

Export as CSVXMLJSON

Activity Overview

6 month trend

2Downloads

6 month trend

94Hits

Additional statistics are available via IRStats2.