Marketing Research Data Analysis

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Chapter 9

Qualitative Data Analysis

Learning Objectives

• Contrast qualitative and quantitative data analyses

• Explain the steps in qualitative data analysis

• Describe the processes of categorizing and coding data and developing theory

• Clarify how credibility is established in qualitative data analysis

• Discuss the steps involved in writing a qualitative research report

Nature of Qualitative Data Analysis

• Accuracy of qualitative analysis is based on the rigor of the process followed while collecting and analyzing data

• Qualitative research is useful in providing knowledge for decision makers

– Benefits research that aims to understand psychoanalytical or cultural phenomena

Qualitative Versus Quantitative Analyses

Qualitative data

• Textual and visual

• Goal - Increase understanding

• Ongoing and iterative

• Employs member checking – Member checking: Asking key

informants to read a researcher’s report to verify that the analysis is accurate

• Inductive in nature

Quantitative data

• Numerical

• Goal - Quantify the magnitude of variables and relationships

• Guided entirely by researchers

• Describes categories, themes, and patterns prior to data collection

Exhibit 9.1 - Components of Data Analysis - An Interactive Model

Data Reduction

• Categorization and coding of data

– Part of the theory development process in qualitative data analysis

• Consists of interrelated processes

– Categorization and coding

– Theory building

– Iteration and negative case analysis

Steps in Data Reduction

• Categorization: Placing portions of transcripts into similar groups based on their content

– Categories may be coded

• Code sheet: Document containing the themes or categories of a particular study

• Codes: Labels or numbers used to track categories in a qualitative study

• Comparison: Developing and refining theory and constructs by analyzing differences and similarities in themes or types of participants

Steps in Data Reduction (continued 1)

• Integration: Process of moving from the identification of themes and categories to the development of a theory

– Recursive: Relationship in which a variable can both cause and be caused by the same variable

– Selective coding: Building a storyline around a core category

• Other categories are related or subsumed

Steps in Data Reduction (continued 2)

• Iteration: Working through the data several times to modify early ideas

– Memoing: Writing down thoughts as soon as possible after each interview, focus group, or site visit

• Negative case analysis

– Deliberately looking for cases and instances that contradict the ideas and theories that researchers have been developing

Role of Tabulation

• Use in qualitative analyses is controversial

– Tabulation of data may mislead readers

• Helps quantify themes that occur repeatedly

• Promotes honest research

Data Display

• Common types

– Table that explains central themes in a study

– Diagram that suggests relationships between variables

– Matrix that includes quotes for various themes from representative informants

Drawing Conclusions and Verifying Results

• Data analysis is considered credible when the results are valid and reliable

– Emic validity: Affirms that key members within a culture or subculture agree with the findings of a research report

– Cross-researcher reliability: Degree of similarity in the coding of the same data by different researchers

Drawing Conclusions and Verifying Results (continued 1)

• Credibility: Degree of rigor, believability, and trustworthiness established by qualitative research

– Triangulation: Addressing the analysis from multiple perspectives

• Multiple data collection and analysis methods

• Multiple data sets, researchers, and time periods

• Different kinds of relevant research informants

Drawing Conclusions and Verifying Results (continued 2)

• Peer review: External qualitative methodology or topic area specialists are asked to review a research analysis

Exhibit 9.9 - Threats to Drawing Credible Conclusions in Qualitative Analysis

• Salience of first impressions or of observations of highly concrete or

dramatic incidents.

• Selectivity which leads to overconfidence in some data, especially

when trying to confirm a key finding.

• Co-occurrences taken as correlations or even as causal

relationships.

• Extrapolating the rate of instances in the population from those

observed.

• Not taking account of the fact that information from some sources

may be unreliable.

Source: Adapted from Matthew B. Miles and A. Michael Huberman, Handbook of

Qualitative Research, An Expanded Sourcebook (Thousand Oaks, CA: Sage

Publications, 1994), p. 438.

Writing the Report

• Sections

– Introduction

• Research objectives

• Research questions

• Description of research methods

– Analysis of the data or findings

• Literature review and relevant secondary data

• Data displays

• Interpretation and summary of the findings

– Conclusions and recommendations

Writing the Report (continued 1)

• Components of the methodology section of a qualitative report

– Topics covered and materials used in questioning

– Locations, dates, times, and context of observation

– Number of researchers involved and degree of involvement

– Procedure for choosing informants

– Number of informants and informant characteristics

Writing the Report (continued 2)

– Number of focus groups, interviews, or transcripts

– Total number of pages, pictures, videos, and researcher memos

– Procedures used to ensure systematic data collection and analysis

– Procedures used for negative case analyses

– Limitations of methods

Writing the Report (continued 3)

• Analysis of the data or findings

– Sequence of reported findings is written in a logical and persuasive manner

– Data displays that summarize, clarify, or provide evidence for assertions are included with the report

– Verbatims are used in textual reports and data displays

• Verbatims: Quotes from research participants that are used in research reports

Conclusions and Recommendations

• Contain information that is relevant to the research problem articulated by the client

• Some clients highly value the magnitude of consumer response

– Researchers submit findings and suggest follow-up research

Exhibit 9.10 - Making Recommendations Based on Qualitative Research When Magnitude Matters

• "The qualitative findings give reason for optimism about market

interest in the new product concept... We therefore recommend that

the concept be further developed and formal executions be tested."

• "While actual market demand may not necessarily meet the test of

profitability, the data reported here suggest that there is widespread

interest in the new device."

• "The results of this study suggest that ad version #3 is most

promising because it elicited more enthusiastic responses and

because it appears to describe situations under which consumers

actually expect to use the product.“

Source: Alfred E. Goldman and Susan Schwartz McDonald. The Group Depth

Interview (Englewood Cliffs. N J: Prentice Hall, 1987). p. 176.

Marketing Research in Action Understanding Product Dissatisfaction

• Write a two-page summary about a recent unsatisfactory purchase experience

– Ten dissatisfaction summaries will be solicited with the assistance of the instructor

• Analyze three product dissatisfaction summaries as a group

– Identify categories, allot codes, and create a code sheet

– Remaining seven summaries will be divided among individuals in the group

Marketing Research in Action Understanding Product Dissatisfaction

(continued 1)

• Identify the similarities and differences in the narratives

• Create a data display that summarizes the findings

• Create an overarching concept by integrating all themes

• Identify the techniques that help ensure credibility, and explain how they achieve it

Marketing Research in Action Understanding Product Dissatisfaction

(continued 2)

• Based on the group’s analysis, create a presentation

– Include slides that address:

• Methodology

• Findings (including relevant verbatims and data displays)

• Research limitations

• Conclusions and recommendations