The present study aims to give a short introduction into the possibilities offered by Voyant Tools to quantitatively explore qualitative data on the Sales-Marketing Interface (SMI). | Quantitative analysis of qualitative data: Using voyant tools to investigate the sales marketing interface Journal of Industrial Engineering and Management JIEM, 2019 – 12(3): 393-404 – Online ISSN: 2013-0953 – Print ISSN: 2013-8423 Quantitative Analysis of Qualitative Data: Using Voyant Tools to Investigate the Sales-Marketing Interface Gabor Hetenyi1 , Attila Dr. Lengyel2 , Magdolna Dr. Szilasi3 1 Károly Ihrig Doctoral School of Management and Business, University of Debrecen (Hungary) 2 Department of Tourism and Catering Management, University of Debrecen (Hungary) 3 Doctoral School of Health Sciences, University of Debrecen (Hungary) gaborhetenyi@, guszfraba@, drmagdolnaszilasi@ Received: May 2019 Accepted: July 2019 Abstract: Purpose: The present study aims to give a short introduction into the possibilities offered by Voyant Tools to quantitatively explore qualitative data on the Sales-Marketing Interface (SMI). Design/methodology/approach: The study is exploratory in nature. The sample consists of sales and marketing employees of six manufacturing companies. Answers to three open-ended questions were analysed quantitatively and visualised in various ways using the online toolset of Voyant Tools. We experimented with four different tools out of the twenty-four offered by Voyant Tools. These tools were: Cyrrus tool, Correlation tool, Topics tool and Scatter plot tool. All four tools that were tested on the data have scalable parameters. Various settings were tested to demonstrate how input conditions influence modelling of the textual data. Findings: Positive aspects of Voyant Tools: It was demonstrated that the four selected text analysis tools can yield valuable information depicted in the form of attractive visualisation formats. Negative aspects of Voyant Tool: It is also highlighted how rushed conclusions can be arrived at by
