Analysis of Qualitative Data: Using Automated Semantic Analysis to Explore and Validate Text

Qualitative research of business relationships and networks is of limited value if the analysis does not address the rich interdependencies of the processes and mechanisms involved and feature clear and credible analysis methods. The purpose of this chapter is to consider approaches to analysis that provide opportunities for meaningful and demonstrable, credible analysis of business systems’ processes and interdependencies. The chapter considers traditional methods and the role(s) that they can play and how they can be extended with computer-aided methods. We show that use of software featuring machine learning used in combination with more traditional methods can provide reliable and nuanced analysis of large quantities of textual information, including interview transcripts and secondary data. These processes and the findings they can produce are demonstrated using a range of the authors’ research.