Thinking orientation and preference for research methodology

Abstract

Purpose

This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers.

Design/methodology/approach

Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants.

Findings

Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation.

Practical implications

Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research.

Originality/value

This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.

Citation

Murshed, F. and Zhang, Y. (2016), "Thinking orientation and preference for research methodology", Journal of Consumer Marketing, Vol. 33 No. 6, pp. 437-446. https://doi.org/10.1108/JCM-01-2016-1694