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 titleMixed methods research: why and how to use it
AuthorsForoudi, 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 range73-106
Book titleThe Routledge Companion to Marketing Research
EditorsWright, L., Moutinho, L., Stone, M. and Bagozzi, R.
PublisherRoutledge
Place of publicationLondon / New York
SeriesRoutledge Companions in Business, Management and Marketing
ISBN
Hardcover9781138682788
Electronic9781315544892
Paperback9780367694319
Publication dates
Online27 Jun 2021
Print28 Jun 2021
Publication process dates
Deposited28 Sep 2020
Submitted18 May 2018
Accepted25 Sep 2020
Output statusPublished
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
LanguageEnglish
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