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Qualitative Marketing Research
book

Qualitative Marketing Research

by Professor Rajagopal Rajagopal
January 2019
Beginner content levelBeginner
196 pages
5h 9m
English
Business Expert Press
Content preview from Qualitative Marketing Research

CHAPTER 3

Information Management in Qualitative Research

Overview

There is always enormous amount of information in qualitative research due to liberal conversations in the field interviews during ethnographic and phenomenological studies. Hence, management of qualitative information is a major challenge among researchers. A database of qualitative information is usually unorganized and complex. Management of qualitative information essentially needs to be transformed into a system with the basic function of maintaining narrative information for its retrieval on demand to analyze the contents. This chapter discusses the fundamentals of qualitative data management and explains the care to be ensured for maintenance of the data. Analysis of qualitative ...

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Publisher Resources

ISBN: 9781949991024