Blending qualitative and quantitative analyses in observing interaction: Misunderstandings, applications and proposals

Abstract

A B S T R A C T In this contribution we discuss how, when observing social interactions, qualitative and quantitative research can each enrich the other. First, we highlight the usefulness of qualitative research for subsequent quantitative studies. We also mention some possible misunderstandings in the way qualitative researchers view quantitative research. We discuss criticisms regarding ‘natural’ units of analysis, the use of ‘pre-defined’ categories, the sequential context, the multifaceted aspect of interaction and the role of transcripts. Second, we present two research examples ‐ one based on time series graphs, the other on similarity maps ‐ that demonstrate how quantitative analysis can be used to identify points in interaction that require further qualitative analysis (eg particular phases of interaction, critical points such as positive/negative shifts, unique cases).