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

Author

Listed:
  • Fidan Kurtaliqi

    (Audencia Business School)

  • Caroline Lancelot Miltgen

    (Audencia Business School)

  • Giampaolo Viglia

    (University of Portsmouth)

  • Gaëlle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

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.

Suggested Citation

  • Fidan Kurtaliqi & Caroline Lancelot Miltgen & Giampaolo Viglia & Gaëlle Pantin-Sohier, 2024. "Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies," Post-Print hal-04354479, HAL.
    • Handle: RePEc:hal:journl:hal-04354479
    DOI: 10.1016/j.jbusres.2023.114464
    Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-04354479
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    References listed on IDEAS

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