This paper discusses the ways that software programs can support qualitative market research practitioners in data analysis and interpretation. First it looks at what these programs entail and shows how certain misconceptions have arisen around their use. Then it describes how one particular program, NUD*IST, can be used in the analysis and interpretation process and relates this to its use by market research practitioners.
Qualitative Market Research: An International Journal – Emerald Publishing
Published: Mar 1, 2002
Keywords: Qualitative techniques; Marketing research
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