USE OF MIXED METHOD IN MARKETING RESEARCH: A CONTENT ANALYSIS
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Croatian Interdisciplinary Soc
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
While the integration of qualitative and quantitative research methods has been relatively rare, it has been applied in numerous studies over the years. However, a standardized framework for combining different data collection methods remains elusive. As a result, there is a growing need for clear guidance on conducting mixed-methods research and evaluating the rigor of data collection and analysis in business research. This study addresses these issues by exploring mixed-methods principles and analyzing their application in top-tier marketing journals. Specifically, the study reviews 3 536 papers published between 2013 and 2022 in the top five marketing journals. A guided selection process consisting exclusion of papers not directly related to marketing area or papers that does not employ a speicified mixed method design despite mentioning the method reduced the number significantly. This study revealed that 60% employed sequential data collection, 33% used embedded designs, and 13% applied concurrent designs, with the sequential exploratory design being the most common. Of the final 15 selected papers, seven prioritized quantitative analysis, five focused on qualitative methods, and three adopted a balanced approach. The findings offer valuable insights into how researchers select design types and models for diverse marketing research objectives, contributing practical guidance for future studies. As a result, a detailed framework for choosing appropriate mixed-method designs based on subject matter, industry, or desired outcomes is presented.
Açıklama
Anahtar Kelimeler
Mixed Methods, Qualitative Methods, Quantitative Methods, Research Design, Marketing, Regular Article
Kaynak
Interdisciplinary Description of Complex Systems
WoS Q Değeri
Q3
Scopus Q Değeri
Cilt
23
Sayı
6
