Essentials of Business Research Methods, 5th Edition

11 Basic Data Analysis for Qualitative Research

DOI: 10.4324/9781003363569-15

Learning Outcomes

1. Clarify when qualitative research is best to achieve your research objectives.
2. Understand the different approaches to analyzing qualitative research.
3. Explain the importance of managing qualitative data.
4. Describe the process for analyzing qualitative data.

Business research involves a lot more than numbers and statistics. Some researchers have criticized qualitative research as being “soft” and lacking rigor. However, quantifying findings does not ensure that business research is useful or even accurate. Good research is the result of a careful, thoughtful, knowledgeable approach, whether qualitative or quantitative research methods are used. ...