hybrid data analysis

What is it about?

Qualitative research provides insightful evidence of phenomena in organization and management theory. Textual datasets consist of two different elements, namely qualitative and quantitative aspects. Researchers often combine methods to harness both aspects. However, they frequently do this in a comparative, convergent, or sequential way. We argue that a hybrid analysis method, fully intertwining qualitative and quantitative analysis simultaneously on the same textual dataset, can deliver new insight into more facets of a dataset. We illustrate and discuss a hybrid textual data analysis approach employing the qualitative software application GABEK-WinRelan in a case study of an Austrian retail bank.

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Why is it important?

We specifically use an example to demonstrate and discuss hybrid textual data analysis.