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

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

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.

Suggested Citation

  • Kurtaliqi, Fidan & Lancelot Miltgen, Caroline & Viglia, Giampaolo & Pantin-Sohier, Gaëlle, 2024. "Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies," Journal of Business Research, Elsevier, vol. 172(C).
    • Handle: RePEc:eee:jbrese:v:172:y:2024:i:c:s0148296323008238
    DOI: 10.1016/j.jbusres.2023.114464
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