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Article Dans Une Revue Journal of Business Research Année : 2024

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

Résumé

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.
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Dates et versions

hal-04354479 , version 1 (19-12-2023)

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Fidan Kurtaliqi, Caroline Lancelot Miltgen, Giampaolo Viglia, Gaëlle Pantin-Sohier. Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies. Journal of Business Research, 2024, 172, pp.114464. ⟨10.1016/j.jbusres.2023.114464⟩. ⟨hal-04354479⟩
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