© 2014

Mixed Method Research Design

An Application in Consumer-Brand Relationships (CBR)


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

  1. 1.IBS HyderabadIFHE UniversityHyderabadIndia
  2. 2.Xavier Institute of ManagementBhubaneswarIndia

About the authors

Dr. S Sreejesh teaches Marketing Research and Business Research Methods using SAS 9.2 and SPSS at post graduate level (MBA) in IBS Hyderabad. He has received graduate and post graduate degrees in Economics from Kerala University, Kerala, MBA from Anna University, Chennai, M.Phil in Management from ICFAI University, Tripura, PhD from IBS, Hyderabad and Management Teachers Training Programme (MTP) from ICFAI, Hyderabad, India. His areas of interest are Qualitative and Quantiative Data Analysis, Marketing Management, Brand Management, Multivariate Data Analysis. He has published more than ten articles in international journals like Southern Business Review, Journal of Global Business Issues, International Journal of Management Studies, Journal of International Business and Economy, Economics Management and Financial Markets, The Romanian Economic Journal, International Management Review, International Journal of Information Technology and Project Management and Indian Journal of Corporate Governance. He also published books of international repute with MACMILLAN Advanced Research Series and Pearson India.

Dr. Sanjay Mohapatra received his B.E. from NIT Rourkela, MBA from XIMB, M.Tech from IIT Madras, India and PhD from Utkal University. Dr. Mohapatra has more than 26 years of combined industry and academic experience. He has worked in various capacities in organizations like Hindusthan Aeronautics Limited, Larsen & Toubro, PricewaterHouse Coopers, Infosys, Polaris & J&B Software. He has consulted many organizations in different domains such as Utilities, Banking, Insurance and healthcare sectors. His teaching interests are in IT Strategy and Management Information Systems and research interests are in the area of IT enabled processes. He has authored/co-authored fourteen books, more than thirty papers in national and international referred journals besides publications in different conferences.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods