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

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

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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: 2024-02
Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-04354479v1
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Published in Journal of Business Research, 2024, 172, pp.114464. ⟨10.1016/j.jbusres.2023.114464⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04354479

DOI: 10.1016/j.jbusres.2023.114464

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