Built environment research consists of cognitive and affective, as well as behavioural, components. Existing built environment research utilises either strong qualitative or, more often, strong quantitative methodologies. Aims to discuss some of the philosophical issues that would be considered when undertaking academic research into the built environment. Considers the available research options or paradigms and suggests ways in which a researcher can make an informed and sensible decision as to how to proceed. The main dimensions of the debate about the relative characteristics and merits of quantitative and qualitative methodology are outlined, developing the argument that the use of a single methodology often fails to explore all of these components. The use of a mixed methods approach is suggested to counteract this weakness and to enhance research into the built environment.

Quantitative and qualitative research in the built environment: application of “mixed” research approach

Qualitative research as the cornerstone methodology for understanding leadership

The paper considers the use of mixed methods in international business research by reviewing empirical studies in four major journals. A total of 484 articles were reviewed, 68 of which had applied a mixed method strategy. In our analysis we categorize mixed methods according to their use in different stages of the research process and provide a range of alternative designs for mixing qualitative and quantitative methods.

Mixed Methods in International Business Research: A Value-Added Perspective

This paper discusses green marketing strategies in the context faced by businesses in the middle to late 1990s. The literature suggests that this context has been characterized by a consumer backlash against green marketing, which has been created by perceived problems in the areas of green product performance and green claims in the late 1980s and early 1990s. Evidence is reported from a qualitative study which investigated corporate perceptions of this context and revealed the strategic orientations which have subsequently been employed by green marketers. The findings suggest that managers do indeed perceive the backlash to have occurred and to have been caused by the factors posited. It is argued that these understandings have assumed the role of myths in shaping organizational perceptions of the green marketing context. Four subsequent strategic routes are identified in the paper, namely passive greening, muted greening, niche greening and collaborative greening. These are described in some detail an...

Facing the backlash: green marketing and strategic reorientation in the 1990s

Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in relation to a study concerning quality in marketing in a services context. Suggests that the development of an “integrative” qualitative research methodology is built on the very practical need for researchers to develop the “best” possible methodologies for their own specific research problem or issues. Combines the notion of an integrative research methodology with the idea of a “stream of research”, or research which builds on earlier studies and explicitly allows the research to evolve and develop through distinctive stages over a given time period.

“Integrative” qualitative methods in a services context

Qualitative and quantitative approaches to the study of organizations are not mutually exclusive. Yet, over the last several years they have tended to become as such. Also, the interest in qualitative research of organizations seems to be renewing in the recent years. The present paper looks at some of the currently popular qualitative tools of organizational research emphasizing the complementary nature of qualitative and quantitative approaches in most settings.

T. Hari Das

Papers

Qualitative research in organizational behaviour