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Analysis and Interpretation in Qualitative Market Research

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Author(s): Gill Ereaut

Language: English
Pages: 193

Cover......Page 1
Contents......Page 6
Acknowledgements......Page 9
Editorial Introduction......Page 10
About this Book......Page 16
PART 1Context......Page 18
1 Introduction: The Status of Analysis and Interpretation in Qualitative Market Research......Page 20
2 Qualitative Research......Page 29
3 Frameworks for Thinking: Eclecticism, Pragmatism and Theory......Page 46
PART II Processes in Analysis and Interpretation......Page 68
4 The Experience of Analysis and Interpretation in Commercial Qualitative Research......Page 70
5 Processes of ‘Analysis’......Page 78
6 Processes of ‘Interpretation’ I:The Micro Level......Page 104
7 Processes of ‘Interpretation’ II:The Macro Level......Page 123
8 Computer Assisted Qualitative Data Analysis – CAQDAS......Page 142
PART III Issues of Quality......Page 158
9 Quality, Validity and Value in Qualitative Market Research......Page 160
10 What Is ‘Best Practice’ in Analysis and Interpretation?......Page 174
Bibliography......Page 185
Index......Page 191