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Chapter 13 provides an overview of various qualitative analysis techniques available to managers that have collected qualitative data (e.g., verbal, textual, or visual) to answer a business question or resolve a business problem.
The Marketing Vice President (VP) is now ready to analyze the qualitative data collected to understand which features consumers prefer for their smartphones.
The Marketing VP needs to determine the customers’ preferred features. About 1 month ago, the company requested 200 randomly selected individuals to participate in an interview of smartphone features. One-on-one interviews were conducted with 60 of those individuals who agreed to participate. One of the questions discussed asked specifically what features were most important when deciding to purchase a smartphone. The company discussed the features that the participants cited as most important when purchasing a smartphone using several interview questions. Below are the participants’ responses.
Data Analysis Technique
The Marketing VP has decided to use thematic analysis (p. 651 of the textbook) to analyze the transcript data because she believes that this technique will help her find patterns in the data to help her answer the research question.
Research Question
Which features influence you to purchase a smartphone?
Review the Participant Responses.
From the given qualitative data analysis techniques, complete the following:
Create a qualitative data analysis strategy that will produce findings relevant to answering the given business research question.
Analyze how the created strategy enables the manager to draw informed conclusions for answering the business research questions.
Summarize the critical points of qualitative data analysis.
