Card sort technique as a qualitative substitute for quantitative exploratory factor analysis

Purpose – The purpose of this paper is to advocate that qualitative research tools can replace and merge with quantitative ones, in order to simplify the task of gathering and processing information. Design/methodology/approach – The study demonstrates how a qualitative technique (card sort) was successfully used to replace a quantitative tool (exploratory factor analysis) for the task of construct development, saving time, funds and sample units. All the steps in the card sort technique are described and exemplified by its application to develop two constructs in a research about newspapers internal communication management. Findings – The constructs were tested through confirmatory factor analysis across a sample of 184 Brazilian newspapers, satisfying all fit indexes and other statistical requirements. Research limitations/implications – Although the card sort technique successfully substituted exploratory factor analysis in this research, such a procedure must be used carefully. Whenever exploratory factor analysis is feasible, it must be done. Moreover, the study reports only one case in which the substitution was successful. Therefore, the technique must be repeated to get its validation. Practical implications – As the processes of gathering data are simplified, the easier it is for managers to base their decisions on research and information. Originality/value – The study proves empirically the feasibility of merging qualitative and quantitative approach – a procedure that has been advocated but hardly demonstrated. Card sort can be recommended as an interesting tool for corporate communications research, at both managerial and academic levels.