Addressing the challenge of mixed methods integration through joint displays and clear writing

Mixed methods research is increasingly used in sustainability research in business and has demonstrated its value in understanding complex problems. The value of mixed methods arises from the intentional integration of qualitative and quantitative research. The combining of the two research approaches provides for a mixing of the methods whereby opportunities arise such as differentiating the most and least successful enterprises using quantitative data analysis methods and then looking for variation among qualitative themes to identify best practices. The aim of this chapter is to discuss strategies for integrating qualitative and quantitative research with a focus on visual joint displays as a way to conduct and represent integration. Throughout the chapter, the authors show, how to write about integration, by both describing the procedures and reporting integrated results.