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AIM – This article introduces a conceptual framework for conducting mixed methods within the alcohol research field by suggesting that any data analysis – qualitative or quantitative – is also a narrative or social representation. Theoretically, the paper draws on Andrew Abbott (1997; 1998) and Howard Becker (2007), arguing that three ordered forms of representation are performed in quantitative analyses based on survey studies: The first order of representation refers to how participants respond to or interpret a survey question; the second to the arrangement and interpretation of variables in quantitative analysis and shows that measurements can have networks of meanings and the third to ways of merging quantitative analysis with other material, such as qualitative data. DATA AND METHOD – Empirically, the paper illustrates the first order of representation through an analysis of 13 focus group interviews. In these young people discussed selected international survey questions, which later were used in two representative surveys on alcohol and illegal drug use, conducted in 2005 amongst 2 000 15–16-yearolds and in 2008 amongst 5 000 17–19-year-olds. CONCLUSION – The article discusses how insights of the first order of representation are useful when researchers wish to carry out the second and third orders of representation.

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