Track: Service Systems and Service Management

Abstract

Principles of conceptual research and a practical case study were used to provide new perspectives on mixed methods research (MMR). The argument of the article is the high value of integrated MMR. It debates, supports, and illustrates the array of possible creative research designs. The authors present a relatively complex MMR case in the Southern African context, utilised by a PhD student from the University of South Africa, from which post-graduate students can benefit. The context of the case is service quality for private higher education institutions (PHEIs). The article explains how a five-step integrated methodological approach was used for the development of a total quality service (TQS) framework. The unique design shows, among other aspects, how the five primary steps included sub-phases, how the phases built upon each other, and how the unique integrated approach provided two sets of narrative data from thematic analysis. The article may assist both established and novice researchers by providing additional options for the development of MMR designs.