Abstract

Mixed-methods research has been labelled as the ‘third movement’ after the quantitative and qualitative movements in the social sciences. While tourism and hospitality studies are increasingly adopting this approach, researchers continue to mix methods rather than methodologies. This chapter critically evaluates mixed methods research and offers researchers some guidelines on how to design such studies. The method versus paradigm debate surrounding mixed methods is reviewed, and issues of independence, timing and status pertinent to designing mixed methods studies are discussed. The chapter concludes with a pertinent observation that until researchers are trained to understand and appreciate both qualitative and quantitative methods and methodologies, the quality of mixed methods studies in tourism will not improve.