Title: Employing the matrix method as a tool for the analysis of qualitative research data in the business domain
Authors: Edward Groenland
Addresses: Center for Marketing and Supply Chain Management, Nyenrode Business Universiteit, P.O. Box 130, 3620 AC Breukelen, Netherlands
Abstract: This article addresses three issues: 1) it explains the characteristics and the process of the analysis of empirical, qualitative data; 2) it introduces a method for qualitative analysis, as relevant to business research, i.e., the matrix method; 3) it presents a coherent approach about structuring the research report.
Keywords: qualitative analysis; matrix method; business research; research report; Nyenrode Business Universiteit.
International Journal of Business and Globalisation, 2018 Vol.21 No.1, pp.119 - 134
Received: 07 Nov 2017
Accepted: 05 Jan 2018
Published online: 03 Aug 2018 *