Preparing to conduct exploratory mixed methods research in tourism
Authors: Mason, P., Augustyn, M. and Seakhoa-King, A.
Pages: 32-56
DOI: 10.4337/9781035314096.00010
Abstract:This chapter discusses the first stage of mixed methods research and can be regarded as what Creswell (2009) refers to as exploratory sequenced research. Exploratory studies in the social sciences are being increasingly advocated, particularly in relation to new research themes or when addressing an existing issue from a new perspective. Although exploration is usually the starting point, it is frequently part of a sequence of research stages (Mason, Augustyn and Seakhoa-King, 2021). However, until recently, the actual process of conducting such exploratory research within the tourism field has received little attention. This is due not just to perceptions that exploration is merely the initial step in a longer research process, but significantly, because there is a lack of guidance on how to conduct such research. This chapter indicates that when the overall tourism research study involves the use of mixed methods, an initial exploratory stage conducted as part of a sequential research process requires a systematic approach to achieve a reliable platform for further investigation. The chapter shows how and why a systematic research design process in the exploratory stage can enhance a study when the initial qualitative stage is followed by a quantitative phase.
Source: Scopus
