MANAGING SUBJECTIVITY AND OBJECTIVITY IN BUSINESS RESEARCH: A METHODOLOGICAL FRAMEWORK FOR INTEGRATING QUALITATIVE AND QUANTITATIVE APPROACHES

Abstract

Business research increasingly demands methodological pluralism. Yet the field lacks a unified
framework that explicitly addresses how researchers can navigate the epistemological tension
between subjective interpretation and objective measurement across the full research lifecycle. This
paper proposes the Dual-Lens Integration Framework (DLIF), a structured methodology for managing
subjectivity and objectivity in business research through six operationalised strategies: reflexivity
auditing, systematic triangulation, structured peer debriefing, member validation protocols, bias
taxonomy mapping, and transparent reporting standards. Drawing on a synthesis of empirical
literature spanning policy research, education, market analysis, and healthcare, this paper argues
that the qualitative–quantitative binary is a false dichotomy; rigor is achieved not by choosing one
paradigm, but by consciously governing the interplay between them. Implications for managerial
decision-making, strategic planning, customer experience design, and risk management are
discussed. The DLIF offers both researchers and practitioners a replicable, discipline-agnostic tool for
producing credible, actionable business intelligence.