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 only one article recognized or mentioned knowledge of mixed method procedures or cited mixed method research. Practical implications – This study provides guidance for researchers in identifying design types appropriate for various rationales or research objectives and models of different design types that have been published in marketing journals. In addition, implications for designing mixed methods studies in marketing include highlighting the need for scholars to specifically address issues such as the timing and priority given to each data type (i.e. sequential or concurrent), and the integration (or mixing) of the both data types. Originality/value – Until now, the role of mixed methods designs in marketing has not been the subject of formal examination. The delineation of the major forms in mixed method designs provides a framework for looking at such design types, which helps to provide more credibility to the field of marketing by providing examples of research designs that are substantially different than single strand studies.