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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Published on: September 27, 2019

A Methodology for Conducting Integrative Mixed Methods Research and Data Analyses.

Felipe González Castro¹, Joshua G Kellison, Stephen J Boyd

¹Arizona State University, Tempe, AZ, USA.

Journal of Mixed Methods Research

|December 15, 2011

Summary

This summary is machine-generated.

This study introduces a rigorous integrative mixed methods methodology, combining quantitative and qualitative data analysis for stronger research evidence. It offers a framework and procedures for seamless integration across research modalities.

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Last Updated: May 26, 2026

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Published on: September 27, 2019

Area of Science:

Research Methodology
Scientific Research Design

Background:

Mixed methods research is increasingly recognized but faces challenges in scientific rigor.
Existing designs often lack seamless integration between qualitative and quantitative data analysis.

Purpose of the Study:

To present a novel integrative mixed methods methodology.
To provide a conceptual framework, methodological procedures, and data analytic strategies.
To illustrate the application through ongoing research examples.

Main Methods:

Development of an integrative mixed methods methodology over a decade of pilot research.
Integration of quantitative multivariate analyses and qualitative "deep structure" descriptions.
Presentation of a conceptual framework and specific data analytic procedures.

Main Results:

Evidence supporting the development of a robust integrative mixed methods approach.
Demonstration of seamless transfer of evidence across qualitative and quantitative data.
Illustrative examples showcasing the practical application of the methodology.

Conclusions:

The proposed integrative mixed methods methodology enhances scientific rigor.
This approach facilitates the synergistic combination of quantitative and qualitative findings.
The framework offers a valuable resource for conducting high-caliber mixed methods research.