Data completion and verification in social research projects based on the third methodological path

Abstract

Purpose: The main goal of the paper is to provide an overview of possible applications of the integration of methodological approaches in research projects that aim to complete and verify data. Design/methodology/approach: The paper is methodological. Critical literature analysis was used. The range of possibilities of methodological integration was based on the achievements of Creswell & Plano Clark and Harrison & Reilly. The authors' own research experience allowed outlining the ways of data integration, both in parallel procedures of data collection, where quantitative research in the positivist trend and qualitative research in the interpretative trend were conducted separately and in sequential research, where quantitative research was first carried out, then the results were interpreted and designed, and qualitative research was carried out. The embedded approach was also illustrated, where quantitative data constituted a valuable extension and confirmation of conclusions obtained in qualitative research. Findings: Methodological analysis shows that the third path allows the accumulation of broader and deeper knowledge in research projects than using a single methodological approach. Considering various ways of integrating research approaches, the authors show that the best results in completing and verifying data are achieved using a sequential approach. Practical implications: The article is a methodological guide to the application of an integrated approach in research practice in social sciences, particularly in consumer behavior. Originality/value: The third methodological path is beyond the dominant research trend in social sciences, and in the field of consumer behavior, it is a niche approach. The possible use of this approach is the original contribution of the authors. Keywords: data completion; data verification; third methodological path; mixed methods. Category of the paper: General review.