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

Book chapter


Elf, P. 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 Publications. pp. 1-25
Chapter titleApplying sequential mixed-methods approaches when working with businesses: insights from longitudinal research into the influence of business on sustainable lifestyles
AuthorsElf, P.
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.

Sustainable Development Goals11 Sustainable cities and communities
Middlesex University ThemeSustainability
Research GroupCentre for Enterprise, Environment and Development Research (CEEDR)
Page range1-25
Book titleSage Research Methods: Business
PublisherSAGE Publications
SeriesSAGE Research Methods Cases
ISBN
Electronic9781529628449
Publication dates
Online21 Mar 2023
Publication process dates
Deposited04 Apr 2023
Accepted01 Feb 2023
Output statusPublished
Publisher's version
Copyright Statement

Elf, P., (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 Publications, Ltd., https://doi.org/10.4135/9781529628449
© 2023 SAGE Publications Inc. All Rights Reserved. Re-printed here with permission.

Web address (URL)https://methods.sagepub.com/case/applying-methods-businesses-insights-research-business-lifestyles
Digital Object Identifier (DOI)https://doi.org/10.4135/9781529628449
LanguageEnglish
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