Computer applications – a new road to qualitative data analysis?

Computer applications – a new road to qualitative data analysis? There have been several waves of calls for methodological pluralism in the marketing literature. However, there has been little discussion about the implementation of new applications and techniques. Attempts to address this disparity. Focuses on the use of the computer for qualitative data analysis by drawing on discussions from a broad range of other social science disciplines. Examines the merits and disadvantages of these applications and discusses some of the concerns which have been expressed about their use. Through this discussion aims to progress the methodological debate in marketing research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Computer applications – a new road to qualitative data analysis?

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Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569510147613
Publisher site
See Article on Publisher Site

Abstract

There have been several waves of calls for methodological pluralism in the marketing literature. However, there has been little discussion about the implementation of new applications and techniques. Attempts to address this disparity. Focuses on the use of the computer for qualitative data analysis by drawing on discussions from a broad range of other social science disciplines. Examines the merits and disadvantages of these applications and discusses some of the concerns which have been expressed about their use. Through this discussion aims to progress the methodological debate in marketing research.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 1, 1995

Keywords: Computers; Database management; Marketing research; Methodology; Qualitative techniques

References

  • Consumer behaviour: as an evolutionary process
    Foxall, G.R.
  • On rethinking marketing: our discipline, our practice, our methods
    Hunt, S.D.

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