Description

Beyond the qualitative–quantitative distinction: Some innovative methods for business and management research

BRANKA KRIVOKAPIC-SKOKO AND GRANT O’NEILL

School of Business, Charles Sturt University, Bathurst, NSW, Australia

ABSTRACT

Focusing upon a number of increasingly popular approaches to mixed methods research, this paper provides a brief overview of fully integrated research methods that transcend the quantitative– qualitative divide. Introducing a range of sophisticated mixed method designs that have been successfully applied in business and management research, it provides insight into the potential benefits of mixed methods. In addressing integrated mixed methods, and applications in business and management research, the discussion signposts how these methods allow for qualitative analysis that is systematic, formal, rigorous and procedurally replicable. Further, it identifies how integrated mixed methods can make it possible to achieve intensity and richness associated with qualitative research when dealing with more than a handful of cases. As such, the paper has particular relevance to qualitative researchers with an interest in exploring innovative and productive mixed methods.

Keywords: qualitative and quantitative research, quantification