Transparency and Complexity: Comparative Critical Review of Mixed Methods Approaches in Marketing Research

Mixed methods enable researchers to yield credible information, data, and results in marketing research. However, the challenge lies in maintaining transparency and comprehensiveness in reporting due to complexities in the process. The objective of this paper is to provide a comparative critical review of three high-quality papers, emphasizing marketing research through a mixed methods approach. A review of mixed methods is explained, followed by the implementation of a comparative critical analysis for three selected journal articles. The first paper (P1) delves into the impact of e-CRM on the performance of SMEs in the UK, while the second (P2) investigates the driving forces behind the adoption of mobile ad blockers. The third paper (P3) analyses the intricate relationship between marketing innovation, R&D investment, and new product performance. Although each paper has a different emphasis on marketing (CRM, mobile ad blockers, and innovation), several similarities are discovered. First, most of the papers’ references were connected to their similar earlier paper, focusing on marketing innovation. Second, they shared similar significance for marketers or C-level management in understanding the scientific process of establishing marketing innovation, especially using a digital approach. Third, the sampling procedure is not disclosed which might affect the representativeness. This article helps in understanding the mixed methods approach and assists in developing a more transparent mixed methods approach in marketing research. In conclusion, reviewing, analyzing, and comparing journal articles with similar focus and methods might add methodological and substantial insights in marketing research.