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

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

Journal of Business Research, 2024, vol. 172, issue C

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.

Keywords: PLS-SEM; Mixed methods; Retail; Exploratory; Explanatory; Intervention design (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:172:y:2024:i:c:s0148296323008238

DOI: 10.1016/j.jbusres.2023.114464

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