Mixed Method Research Design

An Application in Consumer-Brand Relationships (CBR)

  • S. Sreejesh
  • Sanjay Mohapatra

Table of contents

  1. Front Matter
    Pages i-xiii
  2. S. Sreejesh, Sanjay Mohapatra
    Pages 1-5
  3. S. Sreejesh, Sanjay Mohapatra
    Pages 7-26
  4. S. Sreejesh, Sanjay Mohapatra
    Pages 27-46
  5. S. Sreejesh, Sanjay Mohapatra
    Pages 47-68
  6. S. Sreejesh, Sanjay Mohapatra
    Pages 69-108
  7. S. Sreejesh, Sanjay Mohapatra
    Pages 109-116
  8. Back Matter
    Pages 117-174

About this book


​This book is a comprehensive guide to design and conduct the research in management-related field, such as marketing management and human resources management. It provides an overview of the real research conducted by authors throughout their careers and explains the important and growing research design used in management research-mixed method research design. Video tutorials are also included for complete qualitative data collection and data analysis. These videos are included to help readers understand the research and apply the techniques using the recommended software programs.

Mixed Method Research Design: An Application in Consumer-Brand Relationships (CBR) begins with an introduction, providing background on the study including related literature in the areas of consumer-brand relationships, which helps the book to show how research questions and research objectives can be developed for the mixed method study. This is followed by a detailed explanation of the methodology, which establishes the ground rule for the study. Finally it takes look at the analysis and results of mixed method research study. Additionally the book examines the procedures of mixing of qualitative and quantitative paradigms in research both in terms of hypothesis development and testing. It helps readers understand how to design their research studies using mixed method design. It also demonstrates managerial implications, to help understand how mixed research design could be used to show contribution to the theory and practice.


Consumer-Brand Relationships Exploratory Factor Analysis (EFA) Multivariate Data Analysis Qualitative Data Analysis Research Design Research Methodology

Authors and affiliations

  • S. Sreejesh
    • 1
  • Sanjay Mohapatra
    • 2
  1. 1.IBS HyderabadIFHE UniversityHyderabadIndia
  2. 2.Xavier Institute of ManagementBhubaneswarIndia

Bibliographic information

  • DOI
  • Copyright Information Springer International Publishing Switzerland 2014
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-02686-2
  • Online ISBN 978-3-319-02687-9
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods