Mixed Methods In Social & Behavioral Research

Mixed Methods In Social


For most researchers in marketing, the title of this rather large volume, which consists of a collection of 26 works by 52 different authors, will seem a bit of a misnomer. In this context, "mixed methods" is not another moniker for "multi-method" research (Campbell and Fiske 1959) but instead refers to the integration of both quantitative methods (defined here as dominated by the positivist paradigm and its variants) and qualitative methods (defined here as dominated by the constructivist or inter-positivist paradigm and its variants) under a new paradigm, a third "methodological" movement. 

Although methods are distinct from paradigms (e.g., qualitative research methods are not constrained to constructivists or interpretivism), that the editors confound them is instrumental toward the goal of offering up an alternative paradigm that presumably enables researchers to engage different methods and paradigms in a single research effort without incompatibility. 

Thus, the book is intended to provide researchers and students with the necessary philosophical, theoretical, and methodological foundations for engaging in mixed methods research-assuming the reader buys into this paradigm, which is not a given. Nonetheless, this book is essential reading for all who are conducting or curious about mixed methods research. 

It provides an exceptionally comprehensive examination of mixed methods research and thus should be valuable as both a pedagogical tool and a reference. The book is organized into four sections: "The Research Enterprise in the Social and Behavioral Sciences: Then and Now"; "Methodological and Analytical Issues for Mixed Methods Research"; "Applications and Examples of Mixed Methods Research Across Disciplines"; and "Conclusions and Future Directions.

" It also provides a glossary of nearly 150 terms; definitions are situated within various research contexts and identified as sources. This glossary is a valuable resource in itself. The book is grounded primarily in the educational research and social psychology disciplines, and thus direct connections to research in marketing are not present. 

Nonetheless, the philosophical and methodological issues discussed are directly relevant for marketing and other researchers who desire a closer integration between qualitative (interpretivism) and quantitative (positivist) research, especially when combined in a single research project.

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