Building better theory by bridging the quantitative-qualitative divide

Sonali K. Shah, Kevin Corley

Research output: Contribution to journalArticlepeer-review

454 Scopus citations


Qualitative methods for data collection and analysis are not mystical, but they are powerful, particularly when used to build new or refine existing theories. This article provides an introduction to qualitative methods and an overview of tactics for ensuring rigor in qualitative research useful for the novice researcher, as well as more experienced researchers interested in expanding their methodological repertoire or seeking guidance on how to evaluate qualitative research. We focus our discussion on the qualitative analytical technique of grounded theory building, and suggest that organizational research has much to gain by coupling of use of qualitative and quantitative research methods.

Original languageEnglish (US)
Pages (from-to)1821-1835
Number of pages15
JournalJournal of Management Studies
Issue number8
StatePublished - Dec 2006

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Management of Technology and Innovation


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