Bridging the gap: Incorporating qualitative data into quantitative analyses

This paper describes a technique that allows a researcher to incorporate qualitative data from open-ended survey questions into a quantitative analysis. It involves storing the quantitative and qualitative data in two separate files using the same respondent identification number in each. These two files are then linked, via this identification number. This procedure allows one to: access relevant verbatim quotes, identify themes and subthemes, deal with ambiguous answers, interpret the quantitative findings, do deviant case analyses, and identify some types of coding errors. While the intent is for this to be used with large scale survey data, it can also be used in semistructured interviews. The advantage of this technique is that it facilitates the use of qualitative data using programs such as SPSS and SAS that are familiar to most quantitative researchers, without having to learn new skills.