How Marketers Conduct Mixed Methods Research

Roger Baran

OAI: oai:igi-global.com:147775 • DOI: 10.4018/978-1-5225-0007-0.ch010

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.

Research Methods Library and Information Science Research Methods Education