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Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited
Awards for Excellence
Awards for Excellence
Outstanding Paper Award Qualitative Market Research: An International Journal
"Analysing textual data in international marketing research"
Rudolf R. Sinkovics, Elfriede Penz and Pervez N. Ghauri
University of Manchester, Manchester, UK
Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text-data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real-world example using NVivo software.Findings – A 14-step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data.Research limitations/implications – The use of software programs (e.g. NVivo) helps to substantiate the analysis and interpretation process of textual data.Practical implications – Step-by-step guidance on performing qualitative analysis of textual data and documenting findings.Originality/value – The paper is valuable for researchers and practitioners looking for guidance in analysing and interpreting textual data from interviews. Specific support is given for NVivo software and its application.
Keywords: Computer software, International marketing, Knowledge management, Qualitative researchwww.emeraldinsight.com/10.1108/13522750510575426
This article originally appeared in Volume 8 Number 1, 2005, pp. 9-38, Qualitative Market Research: An International Journal, Editor: Len Tiu Wright
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