A mixed-method approach for converting free brand associations to a brand equity index
Kaleel Rahman
RMIT University, Melbourne, Australia
Charles S. Areni
Macquarie University Graduate School of Management, Sydney, Australia
Introduction
From a content analysis of published articles, Davis et al.(2012) note a declining trend in methods diversity in marketing journals. One way to diversify method is to integrate qualitative and quantitative approaches (Mott-Stenerson 2008). With only about 10% of articles published in major marketing journals using some form of mixed method (Hanson & Grimmer 2007), Tashakkori and Teddlie (1998) suggest quantification of qualitative data as an innovative approach...