Abstract:

This paper examines the move towards an integration of qualitative and quantitative methodologies and techniques. It discusses some of the conventional ways qualitative and quantitative research have been combined and then details what the authors describe as a truly integrated approach, the paper's focus is on the integration of qualitative approaches into quantitative surveys and gives a variety of examples of these applications and their usefulness. Thought bubbles, brand personification, visual and verbal stimuli, and computer aided personal interviewing (CAPI) are provided as examples. The benefits of holistic coding in providing in-depth understanding are discussed in some detail. The paper ends with a summary of the benefits of an integrated research approach.