9 - Click to edit Master subtitle style 9/13/11 Qualitative...

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Unformatted text preview: Click to edit Master subtitle style 9/13/11 Qualitative data analysis Chapter 9 The Role & Value of Marketing Research Information Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Reviews, & Hypotheses Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Data Preparation, Analysis, & Reporting of Results Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings organizing Framework 9/13/11 Learning Objectives Contrast qualitative & quantitative data analysis Explain steps in qualitative data analysis Describe the process of categorizing & coding data, as well as developing theory Clarify how credibility is established in qualitative data analysis 9/13/11 Qualitative Data Analysis Data is textual (or visual) Goal is understanding Analyses are on-going and iterative Member checking is used Approach is inductive Need to establish credibility 9/13/11 Qualitative data analysis - Iteration 9/13/11 Why themes? It is best to write a qualitative report providing detailed information about a few themes rather than general information about many themes The names can come from at least three sources: The researcher 9/13/11 Qualitative Data Analysis Data is textual (or visual) Goal is understanding Analyses are on-going and iterative Member checking is used Approach is inductive Need to establish credibility 9/13/11 Qualitative data analysis - induction 9/13/11 Qualitative Data Analysis...
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This note was uploaded on 09/12/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

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9 - Click to edit Master subtitle style 9/13/11 Qualitative...

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