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This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers.

Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants.

Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation.

Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research.

This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.

This study demonstrates integration within a mixed-methods case study of construction phenomena, whilst ensuring reliability and validity. This is in view of the established philosophical challenges in theory generation, whereby qualitative and quantitative methods are underpinned by divergent, almost incompatible, paradigmic assumptions.

The study uses a sample case study research on the phenomenon of cost overruns, supported by a coherent flow of well-articulated philosophical arguments to idealise the logic of integration. Issues of reliability and validity were resolved along these lines, by incorporating applicable criteria from both the qualitative and qualitative strands. A detailed outline and rationalisation of the stepwise approach to achieving integration are provided, from the point of design conceptualisation, data collection, analysis and further down to theory generation.

The study generated two level-1 theories by collecting numerical data on cost overruns, geotechnical index parameters and textual data on the geotechnical practices. Another level-1 theory was generated in reflexive adaptation to unanticipated social constructs emerging from the qualitative data. All level-1 theories from the quantitative and qualitative strands were triangulated to yield two “level-2 theories”: A log-regression model and a cognitive map. The approach to integration is thus explanatory sequential, and concurrent (at the second stage of transformation in the generation of level-2 theories).

The study empirically reinforces that ontological flexibility, achievable through the use of thoughtfully designed integrated mixed-methods case studies, permits the investigation of multidimensional construction phenomena in innovative ways, relevant to provide holistic theoretical and practice-based contributions.

The study practically signposts a bespoke stepwise approach to integration, in a mixed-methods case study of construction phenomena, against the contextual backdrop of its relative novelty and lack of studies delving in-depth into the theoretical nitty-gritty.

This paper describes how qualitative research methods, particularly action research case studies, can contribute to further advance and develop logistics research. The paper also describes limitations with the current dominance of quantitative (especially survey) research in logistics. However, the paper is not a pure criticism of the use of quantitative research methods in general or in logistics in specific. Rather, the argument is that it is necessary to use both quantitative and qualitative methods if we really want to develop and advance logistics research. Logistics problems are often ill‐structured, even messy, real‐world problems. Modern logistics is based on holistic and systemic thinking and uses multi‐disciplinary and cross‐functional approaches. Thus action research case studies are especially suited for an applied field such as logistics since they strive to advance both science and practice. This should also be reflected in published logistics research, which it is not. In order to change this situation, we first have to understand paradigms and their influence on how we approach and evaluate research. Second, we have to define what case studies in journal articles mean. Third, we need to develop criteria for evaluating action research case studies.

The purpose of this paper is to call for an in‐depth reflection on Weber's research approach based on the notions of adequate causation and objective possibility.

The paper illustrates the main characteristics and premises of the research approach. It further exemplifies its application through a qualitative study that investigates “How” and “Why” knowledge integration occurs in the creative processes of teams spanning over time and space. In so doing, it argues that Weber's epistemology could remain a valid point of reference to shift from the generation of empirical propositions through qualitative research to the quantitative analysis of empirical regularities recurring into a large number of empirical cases.

This paper shows how Weber's research approach could assist researchers in overcoming the dichotomy between rigour and relevance in qualitative research within organization and management studies.

The work offers new ways of looking at established ideas within organization and management studies, through new lenses as alternative ways of knowing social phenomena available to scholars, to produce theoretical knowledge relevant for and applicable into practice.

The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals.

This study involved a content analysis of 1,195 articles published between 1993 and 2002 in three prominent marketing journals.

It was found that 24.80 per cent of articles employed qualitative methods in some form, and 46.28 per cent quantitative research. The main justification provided for use of qualitative methods was the ability to provide more insight or a deeper understanding of the phenomenon under investigation. No increase was seen, however, in the amount (year by year) of qualitative research published over this period. This paper accounts for the continued dominance of quantitative research using linked historical, social and practical arguments.

The issue of method is central to marketing research. Understanding of the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to researchers intent on publishing their work.

This is the largest content analysis conducted of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers.

To the best of the authors’ knowledge, there is no study that investigates the historical roots of quantitative paradigm hegemony over the qualitative paradigm in marketing using a critical lens. The purpose of this paper is to stimulate thoughtful reflections among marketing scholars so that the dialog among paradigms expands, the stale paradigmatic debates disappear, and the marketing discipline evolves and contributes to the actual functioning of markets and the welfare of society.

This study is conducted in the light of foucauldian genealogy through the analysis of historical materials that Foucault called discourses, a set of languages, systems of thinking and governality techniques that determine how individuals or organizations come to be disciplined. In this paper, the concept of discourse mainly refers to visible rituals and practices by which marketing researchers have been psychologically and behaviorally shaped to reproduce and perpetuate a hypothetical-deductive mainstream within their discipline.

This paper intends to stimulate a dialog among marketing scholars about expanding paradigms so that stale debates disappear, and marketing disciplines proves their scientific status by better contributing to the functioning of markets and the welfare of society. As an evolving social science, marketing requires new theory, new concepts and new research methods.

The intellectual contribution of this paper lies in its intention to alert marketing researchers about the danger we are exposing our discipline to by promoting imperialist traditions and standardization of thinking.

Research into new product development (NPD) has grown steadily over the last couple of decades. The current body of NPD research displays a distinct methodological bias and consists mostly of either large‐scale quantitative questionnaires or small qualitative investigations that are often anecdotal. But a closer look at NPD practice reveals that NPD research needs to re‐invent itself by using more complex research designs and addressing new research questions that look at complex NPD issues in a broad organizational context. This paper argues that the reality of NPD practice requires a methodological make‐over of NPD research, with more emphasis on interpretive research methods and complex multi‐informant/multi‐organization research designs. Such improved NPD research leads to richer results that significantly advance our understanding of NPD and close the gap between NPD research and practice.

In reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. This is perhaps due to the propensity to apply quantitative approaches in an attempt to establish the credibility of a relatively young subject. However, to neglect qualitative research methods in marketing can stifle innovation, creativity and new ways of thinking that are the very essence of successful marketing. In order to appreciate fully the value of qualitative research it is necessary to consider its historical development.

The purpose of this study is to understand hospitality finance research through content analysis by examining articles published during the past two decades (1990 to 2009).

This study identified subject areas, methodologies, and citations from hospitality finance papers published in four major hospitality journals (Journal of Hospitality & Tourism Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, and Cornell Hospitality Quarterly).

A perusal of 113 hospitality finance articles suggested that researchers have focused on several subjects, such as risk management, financing, bankruptcy, and capital structure. Even though qualitative analysis was the most common method in the 1990s, the use of quantitative analyses dramatically increased during the recent decade.

The data were collected from four hospitality journals. If data were collected from more hospitality journals, the most common subjects and citations might be different from the results of this study.

This study offers readers a perspective on how hospitality finance research has been conducted recently and also suggests a big picture about the potential direction of future research.

This study provides valuable information about past and current research streams, as well as the direction of hospitality finance research. Compared with previous review studies, this study concentrated on a specific segment of hospitality research in order to improve basic understanding of what is going on in the hospitality finance research, which has never been examined before.

Studies the evolution of the operations management (OM) contents in the last decades. For this purpose, a sample of 84 OM textbooks has been analysed. First, we identify the main approaches and frameworks used to organise the OM contents in the different textbooks. Thereafter, we proceed to analyse the trends in the orientation of the textbooks’ contents according to the qualitative/quantitative and long‐/short‐term dimensions of every topic. From this survey, we conclude that in this period (1960‐1998) a shift in the OM approach has emerged, modifying the consideration rendered by the textbooks to the different topics, not affecting the orientation of the contents.