Integrating qualitative and quantitative techniques in network analysis

ISSN： 1352-2752

Source： Qualitative Market Research: An International Journal, Vol.8, Iss.1, 2005-01, pp. : 39-60

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Abstract

Purpose - This article introduces a method for assessing network dynamics over time. It integrates a qualitative approach to data collection with a bifocal approach to data analysis, i.e. where data are interpreted with two lenses: qualitative and quantitative. Design/methodology/approach - The dynamics of an entrepreneurial firm's network are analyzed by combining: content and event analysis of case data and network maps with the use of UCINET 6, a software package developed for social network analysis. Findings - In illustrating the bifocal approach, steps related to data collection, preparation and analysis are discussed. The findings show how the bifocal approach captures change in both a network's structure and its interactions, through a firm's life-stages. Research limitations/implications - The primary limitation of the approach is that reliance on UCINET 6 statistics oversimplifies network analysis. Thus, optimal use of the approach is best achieved when the structural patterns generated by UCINET 6 are balanced by qualitative analysis of the interactional dimensions of the network on a longitudinal basis. Future research opportunities include cross-network analysis and examination of the networks of lead entrepreneurs in comparison with one another, over time. Practical implications - The bifocal approach allows examination of network power shifts and identification of opportunities for strategic action and relationship management. Originality/value - This article shows that the application of the bifocal approach facilitates a more meaningful analysis of networks than does a purely qualitative approach. It allows for time-based examination of whole systems of organizations and scrutiny of dimensions pertaining to both network structure and the interactions and relationships between individual actors.