Mixed methods research: why and how to use it
Book chapter
Foroudi, P., Palazzo, M. and Stone, M. 2021. Mixed methods research: why and how to use it. in: Wright, L., Moutinho, L., Stone, M. and Bagozzi, R. (ed.) The Routledge Companion to Marketing Research London / New York Routledge. pp. 73-106
Chapter title | Mixed methods research: why and how to use it |
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Authors | Foroudi, P., Palazzo, M. and Stone, M. |
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. |
Page range | 73-106 |
Book title | The Routledge Companion to Marketing Research |
Editors | Wright, L., Moutinho, L., Stone, M. and Bagozzi, R. |
Publisher | Routledge |
Place of publication | London / New York |
Series | Routledge Companions in Business, Management and Marketing |
ISBN | |
Hardcover | 9781138682788 |
Electronic | 9781315544892 |
Paperback | 9780367694319 |
Publication dates | |
Online | 27 Jun 2021 |
28 Jun 2021 | |
Publication process dates | |
Deposited | 28 Sep 2020 |
Submitted | 18 May 2018 |
Accepted | 25 Sep 2020 |
Output status | Published |
Accepted author manuscript | |
Copyright Statement | This is an Accepted Manuscript of a book chapter published by Routledge in The Routledge Companion to Marketing Research on 28 June 2021, available online: http://www.routledge.com/9781138682788 |
Digital Object Identifier (DOI) | https://doi.org/10.4324/9781315544892-7 |
Language | English |
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