Challenges in using a Mixed-Method approach to explore the relationship between big data analytics capabilities and market performance

Abstract

This case study is based on a research study that examined the relationship between big data analytics capability and market performance. The study investigated the intervening role of disruptive business models and the contingency role of competitive intensity on the relationship between big data analytics capability and market performance using both qualitative and quantitative methods. This case-study will focus on the qualitative and quantitative methods utilised including NVivo and IBM SPSS to conduct qualitative analysis and quantitative analysis. You will learn the factors to consider when conducting a mixed-methods study and develop the ability to apply similar analytical techniques to your research context.