BRIDGING THE QUALITATIVE–QUANTITATIVE …

RESEARCH ESSAYBRIDGING THE qualitative quantitative DIVIDE:GUIDELINES FOR CONDUCTING MIXED METHODSRESEARCH IN INFORMATION SYSTEMS1 Viswanath VenkateshDepartment of Information Systems, Walton College of Business, University of Arkansas,Fayetteville, AR 72701 A. BrownManagement Information Systems Department, Eller College of Management, University of Arizona,Tucson, AZ 85721 BalaOperations and Decision Technologies, Kelley School of Business, Indiana University,Bloomington, IN 47405 methods research is an approach that combines quantitative and qualitative research methods in thesame research inquiry. Such work can help develop rich insights into various phenomena of interest thatcannot be fully understood using only a quantitative or a qualitative method. Notwithstanding the benefits andrepeated calls for such work, there is a dearth of mixed methods research in information systems.

Venkatesh et al./Bridging the Qualitative–Quantitative Divide Although we provide a set of general guidelines for con-ducting mixed methods research, we elaborate three important

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