Mixed methods, defined as one complete method, have been well explicated for combining the most difficult designs—that is, qualitative and quantitative methods.
Some researchers argues that qualitative mixed method designs introduce many of the incompatibility problems of mixed method design that use qualitative and quantitative components. Various qualitatively driven mixed method designs are presented for example medical fields.
How to use Qualitative Mixed Method in marketing field ?
Several of my postgraduate students used a mixed method. They firstly use a structured questionnaire (quantitative) and the data was then was analysed. Thereafter, they either used a focus group or in-depth interviews using analogous questions from the questionnaire, but open-ended questions in order to foster greater understanding (depth of information) of the quantitative results. It actually was not difficult to implement and yielded excellent results.
Sara Hamidi
Dear Professor,
This is a fantastic topic for a discussion.
Most researches in marketing are based on primary and secondary data. You can collect the primary data with the help of a structured questionnaire. The designing of the questionnaire is of prime importance in your case. This is because in the questionnaire you have to ask the same question twice, once to capture the qualitative data and then to capture the quantitative data. Otherwise you can capture both the data at the same attempt. Here, you can attach quantitative parameters to the qualitative parameters. I will give you an example. Say, you are asking a question like -
Do you like it?
Yes (100%)
No (100%)
Slightly Yes (50%)
Slightly No (50%)
This question is a classical example of a question where quantitative parameters are attached with qualitative parameters. This method has one inherent difficulty. To attach the quantitative parameters with qualitative parameters, a prior research has to be pursued. Thus, this type of a mixed approach is very time and energy consuming.
This is my understanding of the question that you have raised. However, there may be other methods also.
Thank you.
Best regards,
Anamitra.
I generally prefer to reserved the term "mixed methods" for research that combines both qualitative and quantitative methods. Then studies that use more than one qualitative method would be called either "multiple methods" or "multi-methods."
For studies that use more than one qualitative method, as with those that mix both qualitative and quantitative methods, research design is a key issue. In particular, what is the purpose assigned to each of the different methods, and how are they integrated in the final results?
I agree with David - in relation to use of terms. Sara - your question infers that you see mixed method approaches as falling under the qualitative paradigm umbrella. Personally, I see mixed methods as its own paradigm - call it the 'third paradigm' - with qualitative and quantitative the other two.
The attached chapter discusses this 'paradigm tension' (particularly in medical fields as you highlight) further.
Unfortunately, at this time, there is no real consensus regarding mixed method design—not even about what it is.
For example: Leech (2010) notes that some authors define mixed methods as the combined use of qualitative and quantitative methods, whereas others agree mixed method design may be applied to the use of two methods within a paradigm; some consider mixed methods to be of use to two complete research projects within the same study, whereas others consider this the definition of a multiple method study; yet others use the term mixed and multiple methods interchangeably. some researchers refer to the following definition:
Mixed method design consists of a complete method (i.e., the core component), plus one (or more) incomplete method(s) (i.e., the supplementary component[s]) that cannot be published alone, within a single study.
Here is the editors' statement from the Journal of Mixed Methods Research on their definition of mixed methods.
Thank you for your attention and introduction of the article. not only I checked but also I refer it in my project. The suggestions of friends like you are valuable.
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Please see the following
Article Mixed methods designs in marketing research
Kindly check https://www.researchgate.net/publication/243463725_Mixed_methods_designs_in_marketing_research
Sales scholars can mix methods and utilize both qualitative and quantitative methods in a given inquiry. https://www.tandfonline.com/doi/full/10.1080/08853134.2015.1016953?scroll=top&needAccess=true
In an ideal social marketing program, researchers use both quantitative and qualitative data to provide a more complete picture of the issue ... https://www.social-marketing.com/research.html
Yes as has been mentioned mixed method and qualitative method are two parallel approaches.