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

Timothy C. Guetterman, Jennifer Moss Breen

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Scopus citations


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.

Original languageEnglish (US)
Title of host publicationSustainability and Small and Medium-sized Enterprises
Subtitle of host publicationLessons from Mixed Methods Research
PublisherTaylor and Francis
Number of pages17
ISBN (Electronic)9780429760785
ISBN (Print)9781138387270
StatePublished - Jan 1 2021

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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