The Application of Mixed Methods: Using a Crossover Analysis Strategy for Product Development in Real Estate

Increasingly, researchers are recognizing the benefits of expanding research designs to include both quantitative and qualitative methods to gain deeper insight into the reasons behind various research phenomena. Entrepreneurial development of market oriented products can benefit from the use of both methods to gain an understanding of complex issues influencing the development of new products. This research offers a philosophical argument for utilizing a mixed methods approach in the development of quantitative instruments and demonstrates how the use of a crossover analysis strategy expands the traditionally applied, linear decision process to improve both the fidelity and validity of market-driven products. The research then demonstrates how a mixed methods crossover analysis strategy enables both quantitative and qualitative data to iteratively inform the revisions, adaptation and development of a (quantitative) market-oriented product.