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Skip to 0 minutes and 25 seconds Mixed method, it’s also getting very popular right now. We usually classify the studies into the qualitative and the quantitative. I just draw a diagram and there are lots of arrows go through, which means it’s not only one direction. You did a qualitative study, next stage you do quantitative, or maybe quantitative finished, you go back to qualitative again, and go back to quantitative again. That is a loop, which really depends on your purpose of study. Based on one mixed method book, there are total 12 different mixed methods. Maybe you will say, what? 12? We only have one or two, they are quantitative and qualitative. How can you generate twelve? I suggest you to read that book, it’s a very good book.

Skip to 1 minute and 20 seconds I’m only going to give you two examples, which are popularly used in the study. One we call quantitative data, you develop an instrument, you collect the data, you analyze data, and then interpret your results. This kind of design usually is very popular. Lots of people did those studies because it answers the question of “what”. But lots of people do that study without the first stage, which is qualitative data analysis. They don’t do qualitative analysis, just directly develop questionnaire, collect the data, and then do the analysis. Sometimes it’s not a good way, I did encourage all my doctor students to do it.

Skip to 2 minutes and 6 seconds Regardless you know the instrument, the measurement item very well, it’s still worthwhile to do a qualitative study to verify, to check, because that can save your time later on to do the analysis part. That is the first design, that is a mixed method that we very often do, because that’s question to answer “what”. Sometimes we call it exploratory mixed method. Explore what, explore the measurement items. The second, on the opposite, you do the quantitative analysis firstly, then you do qualitative analysis, and then interpret the results. The purpose of it is to answer the question“why”, we call it explanatory design. The first one is exploratory, this is explanatory design.

Skip to 2 minutes and 59 seconds At the end of research, it looks like requirement, you have to say limitation and the future study. But in each study you will find out something happened you don’t know. Surprise! Why will this happen? But you did not go through, you did not follow it, we just stop it. But if you want to find the “why” questions for the study you have done, you continue on this “why” to do another study, that will help you to focus on one area, help you have a very deep understanding for the particular area. The “why” actually is to explain why this will happen. You want to explain why this will happen, the best way is what? Use a qualitative method.

Skip to 3 minutes and 45 seconds That’s why someone says this is some kind of loop, a circle from here to here to here. And these are the most popular mixed methods, one is exploratory, one is explanatory, they are two very popular methods. If you’re interested, you can read that book.

Mixed method

In this video, you will understand what is mixed method and how to design a mixed method research.

What is the loop of mixed method? What are the advantages of mixed studies over qualitative or quantitative studies?

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Research Methods in Tourism Studies

Nankai University