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| Author: | Griggs, S. |
| Title: | Analysing qualitative data. |
| Journal: | Journal of the Market Research Society
1987 : JAN, VOL. 29:1, p. 15-34 |
| Index terms: | MARKET RESEARCH RESEARCH ANALYSIS COMPARATIVE RESEARCH |
| Language: | eng |
| Abstract: | The techniques of qualitative research based on group discussions and unstructured or semi-structured discussions are analyzed. The importance of an open and public data analysis is stressed. Questions of data reduction, data display and verifying conclusions are discussed. Methods solving these problems are outlined. Examples are presented to demonstrate the methodology. Techniques of qualitative and quantitative research are compared. Problems of achieving agreed upon methodologies are summarized. Dangers of time and money pressure are outlined. |
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