Analysis and Interpretation of Qualitative Findings. Report of the MRS Qualitative Interest Group

Alan Hedges and Sue Robson

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.
  

Analysis and Interpretation of Qualitative Findings. Report of the MRS Qualitative Interest Group

Sue Robson  The Qualitative Consultancy  and Alan Hedges  Consultant

INTRODUCTION

The Qualitative Interest Group has been interested in exploring the area of analysis and interpretation of qualitative findings ever since its inception in 1987. The Group set up a special Working Party to take responsibility for this study, called the A to B Group. The name of the Working Party stemmed from the belief of its members that...

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