Towards Bridging the Quantitative-Qualitative Divide in Business and Management Research

The paper addresses the methodological commonalities linking quantitative and qualitative methodologies. It offers a three dimensional framework of research methodology that spans the assumed divide and shows that quantitative and qualitative research approaches can be mutually complementary and offer a more nuanced approximation of the truth. The framework, Research methodology in 3D, is based on a meta-methodological analysis and consists of three root dimensions, namely, firstly, four constituent components presented in all forms of research (concepts, questions/hypotheses, observation/measurement and communication). The second dimension of the framework consists of the core set of criteria that all scientific research must comply with (reliability, validity, 'objectivity' and replicability), each may be expressed under different labels and in different forms depending on the specific research tradition. The third dimension represents the basic goals of research, viz. to describe, to explain or to understand. A three dimensional framework emerges when the above dimensions are combined. The framework shows some of the tangent planes between quantitative and qualitative scientific research and suggests possible complementarity between research approaches. The framework furthermore serves at least the following functions: firstly, as map to assist students in charting their way through a maze of new concepts. Secondly, the framework is a useful planning instrument for comprehensive and complex research programmes. Thirdly, the framework can be utilized as a useful guide in evaluating research proposals on the one hand and research reports, on the other.