I did two studies at different periods. First one was a qualitative thematic analysis of social media posts by consumers using the data structure method by Gioia, Corley and Hamilton (2013). This resulted in identification of 12 second-order themes and 5 aggregate dimensions. Second one was a quantitative survey (Itemized rating scales based) of company employees on similar concept related to the first one. The second was initially NOT intended to be utilized anyway along with the first one. Both these surveys were conducted few months apart. However, now I see a value in blending both these data sources, to enrich the already found themes by showcasing the perspective of employees along with consumers. Is it the right approach at this stage? If yes, how to convert this quantitative data into qualitative data & blend them together? If not, what would be the best approach at this stage?
Please share few examples and references along.
This is a very bad idea. However, it is possible and you have twisted the responses more than 200 then any data can be transfer from qualitative to quantitative.
Here are two sources on "qualitizing" quantitative data:
Onwuegbuzie and Leech (2019). On qualitizing. International Journal of Multiple Research Approaches.
Nzabonimpa (2018). Quantitizing and qualitizing (im-)possibilities in mixed methods research. Methodological Innovations.
Do not interfere with either. Each are unique in their own way and will add value in their own way. Hence rather just triangulate them. Use one to support the other in relation to your research questions and objectives.
Its often easy and possible to translate qualitative data into quantitative data but not the other way round. As one has said, there are more gain in triangulating both data. sometimes, the method used in data analysis (qualitative or quantitative) may be dictated by the consumer and the purpose for which the study was being done.
I am trying to understand your question. What has already been approved by mixed methods specialists is to turn qualitative data to quantitative data so that you can make a comparison of two quantitative data sets. This variant of triangulation design is called transformation model (check my article on triangulation design on research gate under my profile). I have not heard of transforming quantitative data to qualitative data set but you may try to do it and see how it goes. If you collected two qualitative data sets at different periods, just compare the two data sets rather than transforming them????!!!!
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