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Analysing qualitative data: computer software and the market research practitioner

Pauline Maclaran (Pauline Maclaran is a Reader in Marketing, Leicester Business School, De Montfort University, Leicester, UK.)
Miriam Catterall (Miriam Catterall is Senior Lecturer in Management in the School of Management and Economics, The Queen’s University of Belfast, Belfast, Northern Ireland.)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 March 2002

4507

Abstract

This paper discusses the ways that software programs can support qualitative market research practitioners in data analysis and interpretation. First it looks at what these programs entail and shows how certain misconceptions have arisen around their use. Then it describes how one particular program, NUD*IST, can be used in the analysis and interpretation process and relates this to its use by market research practitioners.

Keywords

Citation

Maclaran, P. and Catterall, M. (2002), "Analysing qualitative data: computer software and the market research practitioner", Qualitative Market Research, Vol. 5 No. 1, pp. 28-39. https://doi.org/10.1108/13522750210414490

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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