Mixed methods: Combining expert interviews, cross-impact analysis and scenario development

Matthias Muskat*, Deborah Blackman, Birgit Muskat

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

26 Citations (Scopus)


The article depicts a mixed methodology case which uses a qualitative-quantitative-qualitative approach. The research described used qualitative work with expert interviews for data collection, a quantitative analysis of the interviews and then a qualitative method of final scenario development for analysing and presenting the results. The case is offered to demonstrate that the introduction of the quantitative step of a cross-impact-analysis, which gives a mixed methodology, was beneficial for the overall research leading to surprising results that could not have been achieved with only a qualitative approach. Having a quantitative analysis step in-between, which demonstrated the most frequent and consistent results out of a wide range of overall possibilities, helped reduce researcher bias, thereby increasing the credibility of the findings. The paper concludes that judiciously used mixed methodology in general, and this approach in particular, will give researchers using qualitative data collection a much stronger foundation in terms of the analysis and display of data.

Original languageEnglish
Pages (from-to)9-21
Number of pages13
JournalElectronic Journal of Business Research Methods
Issue number1
Publication statusPublished - Jan 2012
Externally publishedYes


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