New Books in Review

  title={New Books in Review},
  author={Charles Teddlie},
  • Charles Teddlie
  • Published 2003
For most researchers in marketing, the title of this rather large volume, which consists of a collection of 26 works by 52 different authors, will seem a bit of a misnomer. In this context, " mixed methods " is not another moniker for " multi-method " research (Campbell and Fiske 1959) but instead refers to the integration of both quantitative methods… CONTINUE READING