Using computer-aided lexical analysis in management research

The aim of this paper is to examine the use of lexical analysis as a means of analysing textual data in quantitative and qualitative management research. Lexical analysis offers researchers not only analysis of the structural aspects of language but also insights into semantic content. The versatility of lexical analysis is demonstrated by means of a two-part case study involving both quantitative and qualitative data. The quantitative part reports the use of lexical analysis to analyse the Web pages of businesses in Japan, the UK and the USA. In the qualitative part analysis of textual interview data obtained in a study of student learning is undertaken. The study shows that lexical analysis offers a powerful means of analysing both quantitative and qualitative data. Lexical analysis is a research approach that provides a bridge between both research domains.

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