The mix of qualitative and quantitative research in major marketing journals, 1993‐2002

Purpose The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals. Design/methodology/approach This study involved a content analysis of 1,195 articles published between 1993 and 2002 in three prominent marketing journals. Findings It was found that 24.80 per cent of articles employed qualitative methods in some form, and 46.28 per cent quantitative research. The main justification provided for use of qualitative methods was the ability to provide more insight or a deeper understanding of the phenomenon under investigation. No increase was seen, however, in the amount (year by year) of qualitative research published over this period. This paper accounts for the continued dominance of quantitative research using linked historical, social and practical arguments. Practical implications The issue of method is central to marketing research. Understanding of the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to researchers intent on publishing their work. Originality/value This is the largest content analysis conducted of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers.