Integrating Quantitative and Qualitative Data through Visualization: A Mixed Methods Approach

In this paper we discuss the theoretical underpinnings and proposed application of VisualQuanQual: a mixed methods approach for extending quantitative research through qualitative data that is generated by means of visualization. The results of quantitative research are aggregated into information visualizations (e.g., plots, dendrograms), which are shown to the research participants in follow-up focus group discussions. These visualizations are used to guide the focus group discussions - points of agreement and discrepancy between the visual output and the groups’ interpretations are identified. Based on an example study with 75 managers, we show that information visualizations enable participants to collectively produce interpretations that extend (or challenge) the quantitative results. Based on our experience, we highlight a range of potential benefits of applying VisualQuanQual in management enquiry, including the means to involve participants in the process of data interpretation and to address some problems of QUAN-QUAL data integration (such as the feasibility assurance problem and the integration assurance problem). VisualQuanQual is suitable to extend any type of quantitative research methods, like surveys and experiments.