Analysis of Latent and Manifest Variables in a Study of Small Business Strategy

The relative virtues of quantitative and qualitative research have been vigorously debated. Several researchers recommend combining methods but there is little evidence in the literature to suggest how different research methods might be integrated (Bryman, 1988). The current study addresses this deficiency in the research by examining the use of latent variables in quantitative and qualitative research as a means of blending the two approaches. A study of small business strategy, where quantitative and qualitative data were available illustrates the methodological issues. Analysis of quantitative data was conducted using LISREL (7.20) and qualitative data were categorised using NUDIST (Non-numerical Unstructured Data Indexing Searching and Theorising computer software). The methods described are examined in detail and compared with other approaches to content analysis.