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Qualitative research: extending the range with flexible pattern matching

Author

Listed:
  • Ricarda B. Bouncken

    (University of Bayreuth)

  • Yixin Qiu

    (University of Bayreuth)

  • Noemi Sinkovics

    (University of Auckland)

  • Wolfgang Kürsten

    (Friedrich Schiller University of Jena)

Abstract

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.

Suggested Citation

  • Ricarda B. Bouncken & Yixin Qiu & Noemi Sinkovics & Wolfgang Kürsten, 2021. "Qualitative research: extending the range with flexible pattern matching," Review of Managerial Science, Springer, vol. 15(2), pages 251-273, February.
    • Handle: RePEc:spr:rvmgts:v:15:y:2021:i:2:d:10.1007_s11846-021-00451-2
    DOI: 10.1007/s11846-021-00451-2
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    More about this item

    Keywords

    Flexible pattern matching; Qualitative methods; Grounded theory; Connecting theories and data; Qualitative rigor;
    All these keywords.

    JEL classification:

    • B40 - Schools of Economic Thought and Methodology - - Economic Methodology - - - General
    • C53 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Forecasting and Prediction Models; Simulation Methods

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