Abstract

CARO-GONZALEZ, Francisco J.; GARCIA- GORDILLO, María del Mar  and  BEZUNARTEA-VALENCIA, Ofa. Mixed Research Methods Applied to the Gender Perspective in the Press. Palabra Clave [online]. 2014, vol.17, n.3, pp.828-853. ISSN 0122-8285.

Mixed research methods are becoming more and more frequent in research and management consultancy. Their use is justified because they permit a greater understanding of the phenomena being examined. The purpose of this article is to explain and substantiate a methodology that allows for a holistic response to the question: Why don't women read newspapers? Framed by a multiple case study strategy, this methodology combines a variety of techniques, such as interviews, surveys and content analysis.

Keywords : Research methodology; gender studies; case studies; daily newspapers; qualitative research.

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