Converting qualitative data into quantitative survey instruments: A detailed guide

Abstract

Mixed-methods research designs are increasingly popular, especially in the management domain because they hold the potential to offset the weaknesses inherent in mono-method qualitative or quantitative designs. Some studies convert qualitative data into quantitative data using content analysis processes. Mixed-methods studies, especially in entrepreneurship research, the domain in which this study is located, tend to focus more on sequential explanatory mixed-methods designs. Sometimes, a quantitative phase is conducted first, followed by a qualitative phase. Other studies have focused on converting qualitative data into quantitative data through content analysis without conducting surveys. The use of a qualitative phase to develop a questionnaire is more common. However, the actual process of converting qualitative data into operationaable constructs and survey items is usually not clearly articulated. This creates an opportunity to contribute to a better understanding of the process of transitioning from a qualitative to a quantitative study. This paper proposes such an approach, using an example of a study of the skills entrepreneurs use at different phases of the entrepreneurship process. Based on qualitative interviews with 26 participants, transcripts were analysed in Atlas ti and codes were inductively derived, which represented the full range of entrepreneurial skills used by entrepreneurs during the business development process. These codes were categorized into 9 groups of skills considered important in performing entrepreneurial activities. Based on the outputs of the Atals ti analysis, the skills categories became the quantitative variables, and the underlying codes were converted to measurement items through the application of a consistency matrix. Next, scales were applied to the measurement items and the questionnaire was constructed. Finally, the instrument was then tested on a larger sample of 235 entrepreneurs and the reliability of the instrument was confirmed. By providing a detailed account of the process of converting qualitative data into a quantitative survey, this paper enhances the effectiveness of mixed-methods designs. The article concludes with implications for mixed-methods researchers who want to develop new instruments and scholars conducting research on skills.