Correspondence Analysis: A Promising Technique to Interpret Qualitative Data in Family Business Research
Marketing and Professional Sales
Qualitative research is frequently utilized in family business research. Reporting on qualitative research findings typically involves summarizing themes or approaches, or tabulating the frequency of mentions for topics, phrases or words. Correspondence analysis is a method that is seldom used in family business research but could likely facilitate improved interpretation and communication of qualitative research results. In this article we provide an overview of the method, and an example of its application to a family business research study. We believe this article will expand awareness of this little used method and provide a foundation for more clearly communicating the results of qualitative family business research projects.