Using Photographs in Mixed Methods Research: An Illustration Integrating Quantitative and Qualitative Analyses from Consumer Research

Photograph analysis poses a novel methodological challenge for mixed methods researchers. In this paper, we argue that photographs are a valid data source that are not outside of the quantitative–qualitative binary and, hence, can be analyzed and used for integration, applying mixed methods principles. We summarize photograph analysis methods from different scientific fields and contribute to the field of mixed methods by proposing a mixed methods framework for analyzing visual data that allows the flexible application and integration of different quantitative and qualitative photograph analysis methods by focusing on data transformation. We use an illustrative example from consumer research.