Multilingual elite-interviews and software-based analysis: problems and solutions based on CAQDAS

Qualitative international research is increasingly popular in marketing, management and business practice.

Multilingual elite-interviews and software-based analysis: problems and solutions based on CAQDAS

Rudolf R. Sinkovics

Manchester Business School

Elfriede Penz

Vienna University of Economics and Business

Introduction and research problem

Qualitative research in marketing and management is growing in importance, specifically in relation to work that transcends geographical and cultural borders. The implications of this trend are conceptual and practical challenges for marketing researchers and practitioners (see e.g. Sinkovics et al.2005), whether the unit of analysis is consumers, markets or the firm. Miles (1979) points out that qualitative data are an ‘attractive nuisance’ since they offer real and full...

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