Multilingual elite-interviews and software-based analysis: problems and solutions based on CAQDAS
Rudolf R. Sinkovics
Manchester Business School
Elfriede Penz
Vienna University of Economics and Business
Introduction and research problem
Qualitative research in marketing and management is growing in importance, specifically in relation to work that transcends geographical and cultural borders. The implications of this trend are conceptual and practical challenges for marketing researchers and practitioners (see e.g. Sinkovics et al.2005), whether the unit of analysis is consumers, markets or the firm. Miles (1979) points out that qualitative data are an ‘attractive nuisance’ since they offer real and full...