Qualitative Computing For Marketing And Business
Analytical needs and computer supports
Tom RichardsFounder and Proprietor, QSR Pty Ltd, Australia.andLyn RichardsDirector of Research Services, Founder and Proprietor, QSR Pty Ltd., and Research Professor of Qualitative Methodology, University of Western Sydney, Australia.
INTRODUCTION
Qualitative research is a loose connection of techniques for handling data such as unstructured conversational interviews or notes from observation, with the goals of discovering and characterizing belief systems, perceptions and motivations. Its methodology assumes that preemptive reduction of such data to numbers prevents understanding of complexity. Theoretically, it is based on psychosocial interpretations of...