Hybrid analysis of textual data : Grounding managerial decisions on intertwined qualitative and quantitative analysis

Purpose – The purpose of this paper is to provide insightful evidence of phenomena in organization and management theory. Textual data sets consist of two different elements, namely qualitative and quantitative aspects. Researchers often combine methods to harness both aspects. However, they frequently do this in a comparative, convergent, or sequential way. Design/methodology/approach – The paper illustrates and discusses a hybrid textual data analysis approach employing the qualitative software application GABEK-WinRelan in a case study of an Austrian retail bank. Findings – The paper argues that a hybrid analysis method, fully intertwining qualitative and quantitative analysis simultaneously on the same textual data set, can deliver new insight into more facets of a data set. Originality/value – A hybrid approach is not a universally applicable solution to approaching research and management problems. Rather, this paper aims at triggering and intensifying scientific discussion about stronger integration of qualitative and quantitative data and analysis methods in management research.