As mixed methods continues to grow as a discipline, work to define what constitutes quality mixed methods research has become an emergent conversation. While progress has been made in this area, there has been some debate as to what quality entails and how to achieve it. This article contributes to mixed methods by highlighting the importance of rigor as an interdisciplinary baseline for quality evaluation and proposes a rigorous mixed methods framework. This framework is then applied to the management studies literature to give insight into a literature base where mixed methods research is still relatively nascent. Findings give examples of current practices in management studies as well as an example of how the rigorous mixed methods framework can be operationalized.

Purpose-The purpose of this article is to determine the uses of mixed method research designs published in major marketing journals. Design/methodology/approach-This study involved a content analysis of 2,166 articles published between 2003 and 2009 in nine prominent marketing journals. Findings-A total of 34 mixed method studies implemented data-collection procedures sequentially (79 percent), eight implemented them concurrently (19 percent) and one combined both sequential and concurrent procedures (2 percent). On the whole, priority was skewed more toward quantitative strands, with 27 articles prioritizing quantitative data (63 percent), three articles prioritizing qualitative data (7 percent), and 13 articles prioritizing both equally (30 percent). Research limitations/implications-It is clear that marketing scholars recognize the benefit of mixing qualitative and quantitative research; however, as a discipline we are not demonstrating knowledge of the mixed method literature or procedures, as only one article recognized or mentioned knowledge of mixed method procedures or cited mixed method research. Practical implications-This study provides guidance for researchers in identifying design types appropriate for various rationales or research objectives and models of different design types that have been published in marketing journals. In addition, implications for designing mixed methods studies in marketing include highlighting the need for scholars to specifically address issues such as the timing and priority given to each data type (i.e. sequential or concurrent), and the integration (or mixing) of the both data types. Originality/value-Until now, the role of mixed methods designs in marketing has not been the subject of formal examination. The delineation of the major forms in mixed method designs provides a framework for looking at such design types, which helps to provide more credibility to the field of marketing by providing examples of research designs that are substantially different than single strand studies.

The balance between profit maximization and corporate social responsibility (CSR) has become a strategic issue of considerable importance. A key factor in understanding this relationship is identifying consumer reactions to engaging in CSR. Prior literature suggests a gap between consumers' environmental attitudes and behaviors. This study examines this relationship and finds evidence that gender significantly influences this gap between attitudes and behaviors. Specifically, we find that for female segments of the consumer population, this gap is greatly reduced. We use social identity theory to explain this phenomenon of gender differences as they relate to CSR. Along with providing insight to CSR at the individual level with attitudes and behaviors, our findings also have implications at the firm‐ level for how organizations choose and strategically signal their CSR strategies toward specific consumer segments. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

A factorial survey was used to assess perceptions of sexual harassment in the context of faculty‐student relations in a university setting. Results of a survey of undergraduate students and faculty at the University of California, Santa Barbara, revealed a high degree of consensus in defining cases of sexual harassment. Across respondent populations, judgments of harassment were most influenced by the nature of the behaviors and intentions of the male instructor in the situation. Results also indicated that information about any past relationship between instructor and student and about suggestive behaviors on the part of the student tended to modify harassment judgments and to introduce disagreement among respondents as to whether an incident constituted a case of sexual harassment.

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