Mixed methods designs in marketing research

Abstract

Purpose – The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals.Design/methodology/approach – This study involved a content analysis of 2,166 articles published between 2003 and 2009 in nine prominent marketing journals.Findings – A total of 34 mixed method studies implemented data‐collection procedures sequentially (79 percent), eight implemented them concurrently (19 percent) and one combined both sequential and concurrent procedures (2 percent). On the whole, priority was skewed more toward quantitative strands, with 27 articles prioritizing quantitative data (63 percent), three articles prioritizing qualitative data (7 percent), and 13 articles prioritizing both equally (30 percent).Research limitations/implications – It is clear that marketing scholars recognize the benefit of mixing qualitative and quantitative research; however, as a discipline we are not demonstrating knowledge of the mixed method literature or procedures, as on...