The Methodology and Research Strategies of Mixed Methods Design and its Application: In a case study of consumption patterns

近年来,定量定性相结合的研究方法在社会科学中广泛应用,但鲜有研究注意到其方法论含义并科学地选取研究策略。事实上,学术界对于定量定性方法的结合仍有争议,而且不同的结合方法背后的本体论和认识论的含义也不同,对于研究结论的意义和作用也不同。本文以中产阶级消费模式的研究为例,详细阐述了该研究使用混合研究方法的原因、目的、方法论、具体研究策略及其应用。文章使用定量和定性的研究发现说明了混合研究方法如何丰富和深化了研究结论,如何以具有代表性的样本为背景挖掘了消费生活的复杂性和多面性。

In recent years，mixed methods combining quantitative and qualitative methods are widely used in social sciences． However，insufficient attention is paid to the underlying methodological assumptions and the way in which research strategies are decided． In fact，it remains a debate whether quantitative and qualitative methods could be combined; furthermore，the ontology and epistemology as well as implications generated from research findings could vary in different practices of mixed methods research． Taking a study of consumption patterns of the Chinese middle class as an example，this paper elaborated the reason，the purpose，the methodology and the research strategies of a mixed methods design and illustrated its application in data collection and analysis． Using findings from quantitative and qualitative data，this paper demonstrated how mixed methods could expand and deepen research conclusion and how the complexities and diversities of consumer life could be understood with representative quantitative data as source of background information．

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