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Who knows it better? Reassessing human qualitative analysis with text mining

Carla Bonato Marcolin (School of Business and Management, Federal University of Uberlândia, Uberlandia, Brazil)
Eduardo Henrique Diniz (Fundacao Getulio Vargas Escola de Administracao de Empresas de Sao Paulo, Sao Paulo, Brazil) (Universidade Federal do Rio de Janeiro, Rio de Janeiro, Brazil)
João Luiz Becker (Fundacao Getulio Vargas Escola de Administracao de Empresas de Sao Paulo, Sao Paulo, Brazil)
Henrique Pontes Gonçalves de Oliveira (Fundacao Getulio Vargas Escola de Administracao de Empresas de Sao Paulo, Sao Paulo, Brazil)

Qualitative Research in Organizations and Management

ISSN: 1746-5648

Article publication date: 30 May 2023

Issue publication date: 19 June 2023

252

Abstract

Purpose

In a context where human–machine interaction is growing, understanding the limits between automated and human-based methods may leverage qualitative research. This paper aims to compare human and machine analyses, highlighting the challenges and opportunities of both approaches.

Design/methodology/approach

This study applied qualitative secondary analysis (QSA) with machine learning-based text mining on qualitative data from 25 interviews previously analyzed with traditional qualitative content analysis.

Findings

By analyzing both techniques' strengths and weaknesses, this study complements the results from the original research work. The previous human model failed to point to a particular aspect of the case, while the machine analysis did not recognize the sequence of time in the interviewee's discourse.

Originality/value

This study demonstrates that combining content analysis with text mining techniques improves the quality of the research output. Researchers may, therefore, better handle biases from humans and machines in traditional qualitative and quantitative research.

Keywords

Acknowledgements

Coordenacão de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) and Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq).

Citation

Marcolin, C.B., Diniz, E.H., Becker, J.L. and de Oliveira, H.P.G. (2023), "Who knows it better? Reassessing human qualitative analysis with text mining", Qualitative Research in Organizations and Management, Vol. 18 No. 2, pp. 181-198. https://doi.org/10.1108/QROM-07-2021-2173

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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