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Qualitative research: extending the range with flexible pattern matching

Ricarda B. Bouncken (), Yixin Qiu (), Noemi Sinkovics () and Wolfgang Kürsten ()
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Ricarda B. Bouncken: University of Bayreuth
Yixin Qiu: University of Bayreuth
Noemi Sinkovics: University of Auckland
Wolfgang Kürsten: Friedrich Schiller University of Jena

Review of Managerial Science, 2021, vol. 15, issue 2, No 3, 273 pages

Abstract: 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.

Keywords: Flexible pattern matching; Qualitative methods; Grounded theory; Connecting theories and data; Qualitative rigor (search for similar items in EconPapers)
JEL-codes: B40 C53 (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s11846-021-00451-2

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