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| Author: | McDonald, C. |
| Title: | Linguistic coding: a new solution |
| Journal: | Journal of the Market Research Society
1996 : OCT, VOL. 38:4, p. 505-524 |
| Index terms: | MARKETING RESEARCH LINGUISTICS |
| Language: | eng |
| Abstract: | The idea behind linguistic coding was developed in the context of the debate about "soft" data. One of the results of this debate was to bring back forcibly to people's attention the dilemma which has always been at the heart of market research based on interviewing. On the one hand, responses obtained in respondents' own words, which may be qualitatively more "real" or "meaningful", cannot be handled economically on a large enough scale for statistical analysis; on the other hand, precoded answers from large samples are often felt to lack meaning or content. |
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