Qualitative computing for marketing and business

In business and marketing, qualitative research is needed but rarely accepted. Data from focus group discussions, case histories or interviews requires qualitative analysis if the researcher is to discover new meanings in accounts or interpret discussions of issues or topics.

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...

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