Analysing qualitative data: computer software and the market research practitioner
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
:MCB UP Ltd
Copyright © 2002, MCB UP Limited