Integrating Quality into Quantity. Survey Research in the Era of Mixed Methods

As widely recognized during the golden age of survey research thanks to the work of the Columbia school, the use of mixed strategies allows survey research to overcome its limitations by incorporating the advantages of qualitative approaches rather than seeking alternative methods. The need to re-think survey research before embarking on this course impelled the author to undertake a critical analysis of one of the survey’s most important assumptions, proposing a shift from standardization of stimulus to standardization of meanings in order to anchor the requirement of answer comparability on a more solid basis. This proposal for rapprochement with qualitative research is followed by a more detailed section in which the author distinguishes four different types of mixed survey strategies, combining two criteria (time order and function of qualitative procedures). The most significant parts of the constructed typology are then brought together in a model called the multilevel integrated survey approach. This methodological model is concretely illustrated in an empirical study of homophobic prejudice among teenagers. The example shows how in research practice analytical mixed strategies can be creatively combined in the same survey research design,