Qualitative: Analysis & reporting

 

This paper proposes a three-step model to understanding the consumer's world beyond the category. It proposes that this more sophisticated approach generates more meaningful and powerful insights for ...

Over the last 30 years Spanish society has taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and re ...

This paper examines the role of video in research, whether as 'data' or an enlightened 'communications tool'. It looks at how video footage can be shaped in the editing suite, and addresses how we mig ...

Instead of simply putting together a traditional ethnographic research video, by creating a film, companies can ensure that the millions of dollars they invest in uncovering insights will actually be ...

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 paper highlights and discusses successful alternatives to traditional research report writing in order to make qualitative research a better engine for decision-making. Three key factors for devel ...

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced b ...

This paper discusses the way new developments in audio capture and editing technology can enhance the utility of qualitative research for the moderator and clients. Specifically, the authors employed ...

Has technology invaded the domain of qualitative research? Are we, as researchers utilizing it to our advantage? This paper addresses the overall needs regarding reporting, conclusions, and an action ...

This paper applies the Way of Taoism to collages and colours as a means of explaining them, not as fixed entities but within the movement that stems from their interrelationship. A profile of a person ...

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 ...

This paper examines exciting opportunities for improving traditional interviewing and focus group methodologies using the Application Service Provider (ASP) model, in which software applications are o ...

This paper describes work that was 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 di ...

In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers ...

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 reviews the impact of new technologies in the research process over the past five years and the incoming new technologies up to the next millennium. The main focus, the effect of speech-to- ...

This paper questions whether the introduction of high technology as a tool for qualitative research can be viewed as an attempt to provide the qualitative output with a spurious quasi-scientific valid ...

This paper summarises work done by a Working Party of the Qualitative Interest Group of The Market Research Society on the analysis and interpretation of qualitative findings. The underlying question ...

Discusses analysis procedures in qualitative research. The importance of a disciplined approach in conjunction with openness to new insights. An interacting team of different researchers can be most p ...

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 examines whether and how words can fully express the meaning inherent in qualitative observations and personal interviews when so much of it is subtle, hidden and contextually bound. It sugg ...

This brief paper emphasises the importance of balancing the context of focus groups with the content. So, for example, the nature and aims of the client(s) must be understood and if necessary reconcil ...

The authors suggest that the group process appears to have considerable influence on the consensus view expressed in focus groups, which may not be representative of respondents’ individual views. Gro ...

This brief paper suggests that advantages can be gained in qualitative research from a process of ‘pacing and leading’, a means of allowing the respondents to set the initial pace of the discussion, w ...

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 ...

The paper examines the use of consumer-driven innovation networks within the UK food retailing industry using qualitative research analysed within an economic framework. Supermarkets’ e-business syste ...

The paper acknowledges that not all findings will please the client and suggests ways in which the unpalatable story can best be told. It emphasises that the analysis and reporting stages are as cruci ...

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 ...