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BRIDGING THE QUALITATIVE–QUANTITATIVE DIVIDE GUIDELINES ...
www.vvenkatesh.comRESEARCH ESSAY BRIDGING THE QUALITATIVE–QUANTITATIVE DIVIDE: GUIDELINES FOR CONDUCTING MIXED METHODS RESEARCH IN INFORMATION SYSTEMS1 Viswanath Venkatesh Department of Information Systems, Walton College of Business, University of Arkansas, Fayetteville, AR 72701 U.S.A. {vvenkatesh@venkatesh.us}