Abstract

A resurgence of interest in qualitative approaches to research in online consumer behaviour studies has spawned a need for structured approaches in the use of appropriate research techniques. A mixed method approach to research questions can often lead to a greater clarity of answer as well as exposing the researcher to new ‘tools of enquiry’. This paper describes a mixed method approach using qualitative techniques to pre-test software and task design for a field experiment and to pre-test a questionnaire for data collection. In the study, think-aloud protocol (TAP) sessions were adopted to test software.