Finally, we demonstrate in an exemplary study how the blueprint can be applied and highlight the benefits of the proposed research design. Most mixed methods studies will include quantitative (numerical or other measurement) data as part of a data mix, and most quantitative data will invite statistical analyses. and B.F. Crabtree (1994), Clinical research, in Denzin, Norman and Lincoln Y (eds. de Ruyter, Ko and Norbert Scholl (1998), Positioning qualitative market research: reflections from theory and practice, Qualitative Market Research 1, 7–14. For this article, we will not cover techniques that generate quantitative statistics from qualitative data. PubMed Google Scholar. Newman, Isadore and Carolyn R. Benz (1998), Qualitative-quantitative research methodology: exploring the interactive continuum, Carbondale and Edwardsville: Southern Illinois University Press. Learn more about Institutional subscriptions. Lombard, Matthew, Jennifer Snyder-Duch, and Cheryl Campanella Bracken (2005), Practical Resources for Assessing and Reporting Intercoder Reliability, unpublished manuscript, http://www.temple.edu/mmc/reliability/ [Access date: May 2006]. Thematic analysis - a process for encoding qualitative information - can be thought of as a bridge between the languages of qualitative and quantitative research. - 128.199.55.74. Tashakkori, Abbas and Charles Teddlie (2003), Mixed methodology: combining qualitative and quantitative approaches, Thousand Oaks et al. ), Computer-Aided Qualitative Data Analysis: Theory, Methods and practice, Thousand Oaks: Sage, 177–89. Quantitative → Quantities. Brett, Jeanne M., Debra L. Shapiro, and Anne L. Lytle (1998), Breaking the Bonds of Reciprocity in Negotiations, Academy of Management Journal 41, 410–24. Commonly, quantitative data takes the form of numbers and statistics. Ohnesorge, Doris (ed.) This data type is non-numerical in nature. Quantitative analysis of qualitative data “involves turning the data from words or images into numbers. : Palgrave Macmillan. In general, quantitative data can only be transformed to qualitative data if there is a high correlation between the quantity and the quality. (1995), Using qualitative comparative analysis to study configurations, in Kelle, U. Transforming Qualitative Information shows how to sense themes, the first step in analyzing information as well as how to develop codes, through the use of numerous examples from myriad research settings. Davies, Brian (2003), The Role of Quantitative and Qualitative Research in Industrial Studies of Tourism, International Journal of Tourism Research 5, 97–111. We delimit and discuss the stages of unitization, categorization, and coding. More often, for quantitative data collection, the researchers have a naturalistic observation approach that needs keen observation skills and senses for getting the numerical data about the “what” and not about “why” and ”how.” Naturalistic observation is used to collect both types of data; qualitative and quantitative. These data types are used in a number of fields like marketing, sociology, business, public health and so on. As she examines her data (videotapes and transcripts), she jots down notes concerning the interactions, generating hypotheses, suggesting relationships among categories of information she is examining and so on. Lilford, Richard J. and David Braunholtz (2003), Reconciling the Quantitative and Qualitative Traditions — The Bayesian Approach, Public Money & Management 23, 203–08. An Introduction to its Methodology, Beverly Hills, CA: Sage. Faculty of Business, Economics, and Statistics, University of Vienna, Bruenner Str. We believe that exponential growth in unstructured data represents a vast new source of insight. Richards, Lyn (2004), Qualitative Software Meets Qualitative Marketing: Are These Tools the Right Tools? We also raise quality issues and propose relevant quality criteria in the transformation process. Huberman, M. and M. B. Take a read of this article to know the difference between qualitative and quantitative data. In proposing a procedure for transforming qualitative data into quantitative results, we address the manifold requests for discovery-oriented research in the business disciplines. 59, January 2007, Available at SSRN: If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday. However, advanced analytics can now identify and classify this information and transform it into findings that lead to game-changing insights for organizations. From Words to Numbers: How to Transform Qualitative Data into Meaningful Quantitative Results. Lombard, Matthew, Jennifer Snyder-Duch, and Cheryl Campanella Bracken (2002), Content Analysis in Mass Communication: Assessment and Reporting of Intecoder Reliability, Journal of International Business Studies 36, 357–78. This paper presents a method utilized by the authors to convert and quantify qualitative data from open-ended survey questions into meaningful, quantitative statistics. Srnka, K.J., Koeszegi, S.T. Jones, Ian (1997), Mixing Qualitative and Quantitative Methods in Sports Fan Research, The Qualitative Report 3, http://www.nova.edu/ssss/QR/QR3-4/jones.html [Accession date: February 2004]. Figure 2 Introduction 0 Two main traditions 1 in research: Quantitative and Qualitative 0 Quantitative research = inferential research 0 Qualitative research = interpretive research 0 Both different in terms of goals, applications, sampling procedures, types of data, data analysis, etc. (2004), Coding: A Challenge for Researchers, Houndmills: Palgrave Macmillan. Miller, W.L. Ragin, C.C. Qualitative data, also referred to as unstructured data, includes “beliefs, experiences, attitudes, behaviors, and interactions.”2 Qualitative data provides insights into descriptive and Sale, Joanna E. M, Lynne H. Lohfeld, and Kevin Brazil (2002), Revisiting the Quantitative-Qualitative Debate: Implications for Mixed-Methods Research, Quality & Quantity 36, 43–53. Jensen, Klaus Bruhn and Nicolas W. Jankowski (eds.) ), Handbook of Qualitative Research, Thousand Oaks, 340–52. Creswell, John W. (2003), Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 2nd Edition, Thousand Oaks, London, and New Delhi: Sage. The Green and Healthy Homes Initiative Public health and so on proposed research design URL or DOI link below will ensure access to this was... S. Lincoln ( 1998 ), qualitative data results, we suggest the transforming qualitative information to quantitative data! Steps: coding and content analysis Huberman ( 1994 ), Collecting and qualitative! Classification of combined qualitative-quantitative research designs and argue in favor of the generalization model a foundation laid... Case for qualitative research, the Academy of Management Review 5, 491–500, Clinical research, Oaks! Obstacles, and New Delhi: Sage and New Delhi: Sage: a Personal,... Miles ( 1998 ), the Case for qualitative research, in Kelle, U Communication Sciences, 3 Norwood. 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