Abstract
Increasingly, researchers are recognizing the benefits of expanding research designs to include both quantitative and qualitative methods to gain deeper insight into the reasons behind various research phenomena. Entrepreneurial development of market-oriented products can benefit from the use of both methods to gain an understanding of complex issues influencing the development of new products. In this paper, we offer a philosophical argument for utilizing a mixed methods approach in the development of quantitative instruments and demonstrate how the use of a crossover analysis strategy expands the traditionally applied, linear decision process to improve both the fidelity and validity of market-driven products. We also demonstrate how a mixed methods crossover analysis strategy enables both quantitative and qualitative data to iteratively inform the revisions, adaptation, and development of a (quantitative) market-oriented product.
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