Applying sequential mixed-methods approaches when working with businesses: insights from longitudinal research into the influence of business on sustainable lifestyles

Elf, Patrick ORCID: https://orcid.org/0000-0001-7420-4434 (2023) Applying sequential mixed-methods approaches when working with businesses: insights from longitudinal research into the influence of business on sustainable lifestyles. In: Sage Research Methods: Business. SAGE Research Methods Cases . SAGE Publications, pp. 1-25. e-ISBN 9781529628449. [Book Section] (doi:10.4135/9781529628449)

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Abstract

Working with businesses can be complex and equally demanding requiring flexible and rigorous research approaches to ensure sufficient data is captured to fully answer the respective research questions. Sequential mixed-methods approaches allow to combine quantitative and qualitative methods in ways that allow for exploration and explanation. While often multifaceted and resource-intense, sequential designs such as sequential exploratory and sequential explanatory approaches utilize a wide breadth of data in an attempt to capture the real world in its entirety. The application of both types of sequential mixed-methods designs is presented by drawing on a longitudinal behavior change study with IKEA UK & Ireland, a leading multi-national home furniture retailer. A variety of qualitative data mining techniques were used to collect data including qualitative data from in-depth semi-structured interviews and blog posts, among others. Quantitative data were collected following a pre-post survey design. The case example demonstrates the potential of sequential designs, addressing advantages and potential challenges. It also highlights the need to stay flexible throughout the research process to adapt to changes while applying a rigorous approach to data collection and analysis.

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