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Addressing the ‘Qualitative’ in fuzzy set Qualitative Comparative Analysis: the generic membership evaluation template

Tóth, Zsófia; Henneberg, Stephan C.; Naudé, Peter

Authors

Zsófia Tóth

Stephan C. Henneberg

Peter Naudé



Abstract

Fuzzy set Qualitative Comparative Analysis (fsQCA) can help researchers to address causal complexity, especially in relation to the interactions between different conditions leading to the outcome in question. FsQCA helps investigate how alternative solutions (different configurations of conditions) make up the outcome, and considers the asymmetrical nature of social phenomena. An important challenge that researchers often face when they apply fsQCA to qualitative data is the lack of distinct and operationalizable anchor points for fuzzy set calibration. This study offers the Generic Membership Evaluation Template (GMET) to support the decision making about assigning fuzzy set values to conditions, and therefore improves the transparency of the qualitative calibration process. This paper aims to highlight why and how fsQCA can be carried out to obtain a more in-depth understanding of complex problems using qualitative data, to identify some core method issues involved in this analytical process, and to develop a conceptual and empirical framework that helps in managing some methodological issues, with special regard to the calibration process. For illustration of the method we scrutinize ways in which the customer firm can achieve attractiveness in the eyes of the supplier. Our study explores configurations leading to the Relational Attractiveness of the Customer (RAC) based on 28 in-depth interviews with senior managers on the supplier side. In the interest of methodological reflections and parsimony, it is assumed that the reader is familiar with the principles of fsQCA.

Journal Article Type Article
Publication Date May 31, 2017
Journal Industrial Marketing Management
Print ISSN 0019-8501
Electronic ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 63
APA6 Citation Tóth, Z., Henneberg, S. C., & Naudé, P. (2017). Addressing the ‘Qualitative’ in fuzzy set Qualitative Comparative Analysis: the generic membership evaluation template. Industrial Marketing Management, 63, doi:10.1016/j.indmarman.2016.10.008
DOI https://doi.org/10.1016/j.indmarman.2016.10.008
Keywords FsQCA; Qualitative data analysis; Calibration; Generic Membership Evaluation Template
Publisher URL http://www.sciencedirect.com/science/article/pii/S0019850116301912
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0





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