An experiential approach to teaching mixed methods research

Abstract

The ability to use multimethod data is an increasingly desirable skill set for business practitioners. Projects that allow business students to practice mixed methods research create a valuable opportunity to improve work-readiness skills. This research tests the benefits of a mixed methods, client-based project, which was a collaborative effort between a marketing research class and a marketing strategy class. The authors applied the experiential learning model in creating and assessing this project. Results demonstrate that students reported gaining several professional development benefits as a result of participating in this project, including enhanced communication and teamwork, and data analysis and triangulation skills.

Keywords:

• Collaboration
• data triangulation
• mixed methods
• marketing research
• professional development

Acknowledgments

The authors contributed equally to the manuscript and are listed in alphabetical order.

Notes

1 Gender × Average Response, t(53) = 0.37, p = .71; Age × Average Response (r = .05, p = .73); Major × Average Response, F(4, 50) = 0.90, p = .47.

2 The name of the program and other details have been changed to protect the anonymity of study participants.