Mixed-methods research: Why and how to use it

This chapter explains what mixed methods research is, investigates how researchers should determine whether to use mixed methods in their research and explains how to carry out mixed methods research. It explores in detail the justification of different methods at different stages of the research process. It considers the extent to which practical applicability in business should determine the overall research method, the modelling of the situation being researched, and the choice of statistical tools. It will be particularly valuable for postgraduate researchers in marketing and related business disciplines. The case study of consumers' perceptions towards Hong Kong and Shanghai Banking Corporation's (HSBC) visual identity is employed to illustrate how the mixed-method approach can deliver insight.