Qualitative research: extending the range with flexible pattern matching

The flexible pattern matching approach has witnessed increasing popularity. By combining deduction with induction in logic, flexible pattern matching is well suited for exploration and theory development. The paper discusses its logic, advantages and process of this approach while offering a review...

Full description

Saved in:
Bibliographic Details
Published in:Review of managerial science 2021-02, Vol.15 (2), p.251-273
Main Authors: Bouncken, Ricarda B, Qiu, Yixin, Sinkovics, Noemi, Kürsten, Wolfgang
Format: Article
Language:English
Subjects:
Accounting/Auditing
Banking
Business and Management
Business Strategy/Leadership
Connecting theories and data
Flexible pattern matching
Grounded theory
Marketing
Original Paper
Qualitative methods
Qualitative research
Qualitative rigor
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The flexible pattern matching approach has witnessed increasing popularity. By combining deduction with induction in logic, flexible pattern matching is well suited for exploration and theory development. The paper discusses its logic, advantages and process of this approach while offering a review of research adopting this approach. We also compare and contrast it with another popular qualitative data analysis technique, the grounded theory approach, to further ground the method on the established knowledge and elaborate its strength and fitting context. This paper advances the flexible pattern matching approach by suggesting a five-step roadmap to conduct qualitative research with the approach.
ISSN:1863-6691
1863-6683
1863-6691
DOI:10.1007/s11846-021-00451-2