mixed methods
What It Means
Mixed methods research combines both numbers-based data analysis (like surveys and metrics) with people-focused insights (like interviews and observations) in a single study. Instead of relying on just one type of evidence, researchers systematically gather and compare different kinds of data to get a more complete picture of what's really happening.
Why Chief AI Officers Care
When evaluating AI systems or their business impact, mixed methods provide more reliable evidence than using surveys alone or interviews alone, reducing the risk of making costly decisions based on incomplete data. This approach is particularly valuable for understanding complex AI adoption challenges where user behavior, technical performance, and business outcomes all need to be measured together.
Real-World Example
A company implementing an AI chatbot for customer service collects quantitative data on response times, resolution rates, and customer satisfaction scores, while also conducting in-depth interviews with both customers and support agents to understand frustrations and workflow changes that the numbers alone wouldn't reveal.
Common Confusion
People often think mixed methods just means collecting different types of data, but it actually requires systematic integration and comparison of the findings to draw unified conclusions rather than treating qualitative and quantitative results as separate insights.
Industry-Specific Applications
See how this term applies to healthcare, finance, manufacturing, government, tech, and insurance.
Healthcare: In healthcare, mixed methods research is essential for evaluating patient outcomes, care delivery effectiveness, and hea...
Finance: In finance, mixed methods research combines quantitative financial data (trading volumes, price movements, risk metrics)...
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Technical Definitions
NISTNational Institute of Standards and Technology
"In mixed methods, the researcher collects and analyzes both qualitative and quantitative data rigorously in response to research questions and hypotheses; integrates the two forms of data and their results; organizes these procedures into specific research designs that provide the logic and procedures for conducting the study; and frames these procedures within theory and philosophy."Source: Creswell_Clark_mixed_methods
"research in which the inquirer or investigator collects and analyzes data, integrates the findings, and draws inferences using both qualitative and quantitative approaches or methods in a single study or a program of study. "Source: Lisa_M._Given_SAGE
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