Using Qualitative and Quantitative Methods to Investigate Patterns in Marketing Channels and International Marketing Strategies

Changed agenda and paradigms require marketing’s research methods and tools of enquiry to reflect fully the need to intensify theory-building programmes. We examine the evolution of the case research strategy in the context of business markets and inter-organisational relations, and submit that there is marked convergence of its underlying methodological and philosophical perspectives. Given that marrying qualitative and quantitative is a strategy endorsed by several eminent researchers, we apply mixed method approach to studying two significant phenomena viz. marketing channels and international marketing strategies. We adopt a mix of case research, grounded theoretic research methodologies and multivariate multidimensional mapping techniques for exploring both the subject areas. The first study offers a classification scheme for grouping marketing channels observed across thirteen industries into five homogenous clusters. The second study investigates the international marketing strategies adopted in twelve different business sectors in India. This study identifies several elements of international marketing strategies that may have the potential to affect business outcomes across sectors. In this paper, a case is made to promote the use of innovative and novel combinations of research methodologies to derive new insights of business phenomena.