Qualitative research: extending the range with flexible pattern matching

The University of Auckland Business School Research Paper Forthcoming

Review of Managerial Science, https://doi.org/10.1007/s11846-021-00451-2

23 Pages Posted: 23 Feb 2021

See all articles by Ricarda B. Bouncken

Ricarda B. Bouncken

Brandenburg University of Technology (BTU) - Planning and Innovation Management

Yixin Qiu

University of Bayreuth

Noemi Sinkovics

University of Glasgow - Adam Smith Business School

Wolfgang Kuersten

Friedrich-Schiller-Universität Jena

Date Written: February 16, 2021

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

JEL Classification: B40, C53

Suggested Citation

Bouncken, Ricarda B. and Qiu, Yixin and Sinkovics, Noemi and Kürsten, Wolfgang, Qualitative research: extending the range with flexible pattern matching (February 16, 2021). The University of Auckland Business School Research Paper Forthcoming, Review of Managerial Science, https://doi.org/10.1007/s11846-021-00451-2, Available at SSRN: https://ssrn.com/abstract=3789409

Ricarda B. Bouncken

Brandenburg University of Technology (BTU) - Planning and Innovation Management ( email )

Universität Cottbus Postfach 101344
03013 Cottbus
Germany

Yixin Qiu

University of Bayreuth ( email )

Universitatsstr 30
Bayreuth, D-95447
Germany

Noemi Sinkovics (Contact Author)

University of Glasgow - Adam Smith Business School ( email )

Glasgow, Scotland
United Kingdom

Wolfgang Kürsten

Friedrich-Schiller-Universität Jena ( email )

Furstengraben 1
Jena, Thuringa 07743
Germany

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