How Marketers Conduct Mixed Methods Research: Incorporating the Exploratory Sequential Design with the Hierarchy of Effects Model

Roger Baran

Source Title: Mixed Methods Research for Improved Scientific Study

ISBN13: 9781522500070|ISBN10: 1522500073|EISBN13: 9781522500087

DOI: 10.4018/978-1-5225-0007-0.ch010

MLA

Baran, Roger. "How Marketers Conduct Mixed Methods Research: Incorporating the Exploratory Sequential Design with the Hierarchy of Effects Model." Mixed Methods Research for Improved Scientific Study, edited by Mette Lise Baran and Janice Elisabeth Jones, IGI Global, 2016, pp. 1-10. https://doi.org/10.4018/978-1-5225-0007-0.ch010

APA

Baran, R. (2016). How Marketers Conduct Mixed Methods Research: Incorporating the Exploratory Sequential Design with the Hierarchy of Effects Model. In M. Baran & J. Jones (Eds.), Mixed Methods Research for Improved Scientific Study (pp. 1-10). IGI Global. https://doi.org/10.4018/978-1-5225-0007-0.ch010

Chicago

Baran, Roger. "How Marketers Conduct Mixed Methods Research: Incorporating the Exploratory Sequential Design with the Hierarchy of Effects Model." In Mixed Methods Research for Improved Scientific Study, edited by Mette Lise Baran and Janice Elisabeth Jones, 1-10. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0007-0.ch010

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Abstract

The complimentary nature of qualitative and quantitative research methods are examined with respect to a study assessing the market's view of a training and development institute in the Middle East. The qualitative portion consisted of focus groups conducted with seven distinct market segments served by the institute. The results proved insightful with respect to uncovering and understanding differences of opinion among the seven groups; however, taken alone, the qualitative research would have been very misleading with respect to the institute's standing in the Middle East.