Original scientific paper

https://doi.org/10.7906/indecs.23.6.6

Use of Mixed Method in Marketing Research: A Content Analysis

Mustafa Polat ; Düzce University, Faculty of Business, Department of Management Information Systems, Düzce, Türkiye *
Yusuf Öcel ; Düzce University, Faculty of Business, Department of Health Management, Düzce, Türkiye

* Corresponding author.

Abstract

While the integration of qualitative and quantitative research methods has been relatively rare, it has been applied in numerous studies over the years. However, a standardized framework for combining different data collection methods remains elusive. As a result, there is a growing need for clear guidance on conducting mixed-methods research and evaluating the rigor of data collection and analysis in business research. This study addresses these issues by exploring mixed-methods principles and analyzing their application in top-tier marketing journals. Specifically, the study reviews 3 536 papers published between 2013 and 2022 in the top five marketing journals. A guided selection process consisting exclusion of papers not directly related to marketing area or papers that does not employ a speicified mixed method design despite mentioning the method reduced the number significantly. This study revealed that 60% employed sequential data collection, 33% used embedded designs, and 13% applied concurrent designs, with the sequential exploratory design being the most common. Of the final 15 selected papers, seven prioritized quantitative analysis, five focused on qualitative methods, and three adopted a balanced approach. The findings offer valuable insights into how researchers select design types and models for diverse marketing research objectives, contributing practical guidance for future studies. As a result, a detailed framework for choosing appropriate mixed-method designs based on subject matter, industry, or desired outcomes is presented.

Keywords

mixed methods; qualitative methods; quantitative methods; research design; marketing

Hrčak ID:

342124

URI

https://hrcak.srce.hr/342124

Publication date:

23.12.2025.

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