Using Computer Software for the Analysis of Qualitative Market Research Data

Issues associated with the analysis of qualitative data receive much less attention in the market research literature than data collection issues.
  

UsingComputer Software for the Analysis of Qualitative Market Research Data

Miriam CatterallUniversity of Ulster andPauline Maclaran Queen's University of Belfast

INRODUCTION

Matthew Miles (1979) described qualitative data as an attractive nuisance; rich in context and meaning but presenting formidable problems for the analyst. Qualitative data are voluminous and even a small number of groups or depth interviews will generate many hours of video or audio-recorded material, pages of interview transcripts and interviewer notes and observations. Usually these raw data lack an obvious and identifiable structure, particularly where the researcher has adopted an iterative...

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