Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies

Fidan Kurtaliqi, Caroline Lancelot Miltgen, Giampaolo Viglia*, Gaëlle Pantin-Sohier

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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The PLS-SEM method is a robust approach to researching consumer behavior. However, understanding a phenomenon only through a quantitative approach may not be sufficient in some situations. This work explains how PLS-SEM results can be enhanced by complementing a quantitative approach with other methods proposing an advanced mixed methods design. We provide an actionable guideline, illustrating the approach through three studies in a retail context and using both an exploratory and intervention design. Our results show how exploratory studies help produce relevant contingent concepts for PLS-SEM testing. Building on PLS-SEM findings, a final qualitative study offers fine-grained intervention insights. We present a checklist for researchers on integrating advanced mixed methods and PLS-SEM.

Original languageEnglish
Article number114464
Number of pages14
JournalJournal of Business Research
Early online date19 Dec 2023
Publication statusPublished - 1 Feb 2024


  • Explanatory
  • Exploratory
  • Intervention design
  • Mixed methods
  • Retail

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