Analysis methods: Qualitative, verbatim data, text m...

 

This paper describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Pol ...

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights - verbatims - has a much greater potential than its often shodd ...

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the e ...

This paper describes how Egg developed a novel software solution for the automatic analysis of the many thousands of verbatim comments collected through event and customer experience surveys conducted ...

William Landell Mills, head of qualitative research at arnold&bolinbroke, thinks that most research undervalues, and even ignores, what people actually say. He argues that the words people use when de ...

Steve Williams, who runs Stratosphere, a strategic planning and research consultancy, muses on what consumers can tell us and what they cannot. He explains that consumers do not always know (or are un ...

This paper illustrates how new technologies such as text and data mining can be used to process and analyze text data on a scale not previously possible. The paper investigates the types of informatio ...

Dramatization in presenting MR findings is a significant shift in the qualitative research process, involving different skills not linked to core qualitative research competency, and implies huge cost ...

The alignment of qualitative research with storytelling is at first glance surprising, given the contrasting perception of research as serious, systematic and fact based, and storytelling as light-hea ...

This paper illustrates how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to ga ...

Lisa Pakenham, marketing communications manager for QSR International, discusses the role and practicability of using data-analysis programs, such as Xsight, for qualitative research. Using comments ...

The world of research is undergoing a process of change characterised by the emergence of increasingly sophisticated techniques that depart from traditional market research to embrace other methods dr ...

This paper describes work carried out in order to assess whether the approach taken to the analysis of qualitative data impacts upon the findings and their consequent interpretation. Three different a ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1967, Mitc ...

A study is described that used highly creative methods to collect qualitative information from a complex audience - emergent drinkers - and developed exciting and ground-breaking ways of communicating ...

Issues associated with the analysis of qualitative data receive much less attention in the market research literature than data collection issues. In the absence of defined analysis procedures and sta ...

This paper highlights the techniques of natural language processing (NLP) and its applications in survey research, particularly in verbatim text coding and data mining report generation. A prototype s ...

The method described in this article was first put forward in a paper by McDonald & Blyth published in the 1971 Thomson Gold Medal Awards 'How to Handle Soft Data - A Linguistic Approach' (1971). The ...

This paper is the 1987 MRS Gold Medal winner, and discusses methods of analysing qualitative research data, arguing that they should be open and public (i.e. any researcher should be following the sam ...

This is a conceptual paper, based on the assumption that the craft of writing is a neglected yet fundamental part of qualitative research practice. The paper seeks to detail the particular qualities o ...

The paper aims to provide guidance on the formalised computer-based analysis of qualitative data and observations, to raise awareness about systematic analysis and to suggest possibilities for the use ...

A marketing-centric view implies that qualitative information in an organisation’s systems and general document structures should share a marketing-based vocabulary. The paper proposes that this shoul ...

Discusses the ways that software programs can support qualitative market research practitioners in data analysis and interpretation. Explores what these programs entail and shows how certain misconcep ...

The paper examines the appropriateness of quantifying group discussion data. Basic problems inherent in attempts to quantify from text are addressed. A new neural network algorithm for analysing excer ...