How to use your Data…. Qualitative Research Analysis Transcribe audio or video tapes. Carefully and Individually review the written statements and visuals.

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Presentation transcript:

How to use your Data…

Qualitative Research Analysis Transcribe audio or video tapes. Carefully and Individually review the written statements and visuals from interviews. As a group, discuss the main findings and summarize them (Always provide support to your claim through statements from the respondents)

14-3 Examples VP Marketing for the Montreal Canadiens (NHL) “It is the strongest sports brand in Canadian history…Our team represents the dreams and hopes of the people from Quebec…We have one of the nicest jerseys and logos in the NHL, Why would we change anything…”

14-4 Examples Sport Equipment manufacturer and distributor. «The team has not changed their jersey for years. This means no new offering to the fans: the jersey they bought ten years ago is still good today. Furthermore, not changing the team jersey that is associated with the glory of the past is not coherent with today’s team performance on the ice, what the brand stands for and who their primary target is. It is alright to emphasize nostalgia when you are targeting older customers, but not when you are approaching younger customers, as the team is»

Data Preparation (Quantitative Analysis)

14-6 Data Preparation Process Select Data Analysis Strategy Prepare Preliminary Plan of Data Analysis Check Questionnaire EditCodeTranscribeClean Data

14-7 Questionnaire Checking A questionnaire returned from the field may be unacceptable for several reasons. Parts of the questionnaire may be incomplete. The pattern of responses may indicate that the respondent did not understand or follow the instructions. The responses show little variance. One or more pages are missing. The questionnaire is received after the preestablished cutoff date. The questionnaire is answered by someone who does not qualify for participation.

14-8 Coding Coding means assigning a code, usually a number, to each possible response to each question. If possible, standard codes should be used for missing data. Coding of structured questions is relatively simple, since the response options are predetermined.

14-9 Coding Guidelines for coding unstructured questions: Category codes should be mutually exclusive and collectively exhaustive. Only a few (10% or less) of the responses should fall into the “other” category. Data should be coded to retain as much detail as possible. Database : Excel or SPSSExcelSPSS

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