University of Isfahan Journal of Asset Management and Financing 2383-1189 1 2 2013 11 22 Mutual Fund Selection Determinants: A Mixed Method Approach Mutual Fund Selection Determinants: A Mixed Method Approach 35 50 19841 FA Amir Shariffar Shahid Beheshti University Shahriar Azizi Shahid Beheshti University Journal Article 2016 06 14 With regard to the development of the mutual funds as a new financial product in Iran financial system, marketing of this new product is essential for attracting investors. Hence, understanding the influencing factors on fund selection behavior is necessary and vital for more effective marketing. This research use mixed method research (qual QUAN). In the qualitative phase based on in-depth interview with investors and experts 21 items were identified. In the quantitative phase, exploratory factor analysis (EFA) was done for identification of the factors. EFA revealed 7 factors including: investor knowledge about the fund, advertising, environmental factors, investor’s risk aversion degree, return, age/volume and size of the fund, and fund accessibility. Friedman analysis of variance indicted the priorities of the factors as: return and performance, investor knowledge about the fund, investor’s risk aversion degree, environmental factors, age/volume and size of the fund, fund accessibility and advertising With regard to the development of the mutual funds as a new financial product in Iran financial system, marketing of this new product is essential for attracting investors. Hence, understanding the influencing factors on fund selection behavior is necessary and vital for more effective marketing. This research use mixed method research (qual QUAN). In the qualitative phase based on in-depth interview with investors and experts 21 items were identified. In the quantitative phase, exploratory factor analysis (EFA) was done for identification of the factors. EFA revealed 7 factors including: investor knowledge about the fund, advertising, environmental factors, investor’s risk aversion degree, return, age/volume and size of the fund, and fund accessibility. Friedman analysis of variance indicted the priorities of the factors as: return and performance, investor knowledge about the fund, investor’s risk aversion degree, environmental factors, age/volume and size of the fund, fund accessibility and advertising https://amf.ui.ac.ir/article_19841_3f71fc36f36166064d48dc0a70d051a1.pdf