Work

Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies

Year: 2023

Type: article

Abstract: The PLS-SEM method is a robust approach to researching consumer behavior. However, understanding a phenomenon only through a quantitative approach may not be sufficient in some situations. This work explains how PLS-SEM results can be enhanced by complementing a quantitative approach with other methods proposing an advanced mixed methods design. We provide an actionable guideline, illustrating the approach through three studies in a retail context and using both an exploratory and intervention design. Our results show how exploratory studies help produce relevant contingent concepts for PLS-SEM testing. Building on PLS-SEM findings, a final qualitative study offers fine-grained intervention insights. We present a checklist for researchers on integrating advanced mixed methods and PLS-SEM.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2023.114464

Authors: Fidan Kurtaliqi, Caroline Lancelot Miltgen, Giampaolo Viglia, Gaëlle Pantin-Sohier

Institutions: Audencia Business School, University of Aosta Valley, University of Portsmouth, Université d'Angers

Language: English

Topic: Business Strategies and Management Research

Subfield: Management Science and Operations Research

Field: Decision Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,540

OpenAlex ID: W4389934024

FWCI: 22.11

Cites: 82

Cited by: 120

Related to: 10