The Documentary Analysis of Mixed Method Used in Digital Advertising Research

Abstract

This study had been based on the methods used of the existing research papers about digital advertising. These papers were selected by this concerned topic and the strategy of mixed method. For this documentary analysis, the digital advertising refers to online advertising, website marketing and short message service (SMS) advertising. Digital advertising  is  the  medium  that  has  been  developed  continually  even  by  design  or  by technique. As we could not stop the growing of the technology, we need to find the right direction to grow the design of digital advertising along with it. Mixed method is a suitable tool used for the study about digital advertising because it provides the researcher various types of tool to collect the data and to analyze. To study the methods inside the mixed- methods research will help understand the development of mixed methods over the decade and also benefit future research in terms of methods chose to be used.