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...