Mixed Methods Research: Approaches and Applications in Cross-Cultural and Entrepreneurial Studies

Abstract

Mixed Methods Research (MMR) is a research approach that integrates quantitative and qualitative methodologies to achieve comprehensive and in-depth insights, especially in examining complex social phenomena such as cross-cultural interactions and entrepreneurial behavior. The objectives of this article are: 1) to explain the essential principles and methodologies of Mixed Methods Research, emphasizing the integration of quantitative and qualitative methods to yield thorough and reliable findings; 2) to present relevant case studies demonstrating successful applications of MMR in cross-cultural communication and entrepreneurship, particularly within culturally diverse business contexts; and 3) to propose guidelines for effectively applying MMR in cross-cultural studies within entrepreneurial contexts, including detailed case studies from international and Thai settings. These examples illustrate the potential of combining quantitative data, which offers a broad overview, with qualitative data that provides detailed contextual understanding. The article also provides recommendations for effectively employing MMR in future research designs, highlighting both advantages and limitations, to better explore and understand complex social phenomena like cross-cultural dynamics and entrepreneurial behavior.