data analysis in qualitative market research
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Data Ana lysis
in Qua lita tive Market Researc h
Burkhard Sc haer, ECOZEPT
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Content Introduction
The Role of Ca tegories
Working with Qua lita tive Da ta materia l
Transc rip ts
Content ana lysis
Disc ussion, p rac tic a l exerc ise
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e o o og c a e a e o“ quantita tive” versus
“qualitative”
Typ ic a l QUAN
Controlled researc h environment
Ma nipula tion of variab lesA p riory set o f ca tegories
Reproducible
representativeRESULTS
QUAN
Typ ic a l QUALNatura l environment
No ma nipula tion of va riab lesExp lora tion o f c a tegories
RESULTSQUAL
(The debate QUAL-QUAN is (a lmost) c losed! => common Quality c riteria => Mixed Methods)
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Quantitative
approachRea l Life
Da ta Co llec tion
Analysis
Interpretation
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Qua lita tive approac h
Rea l Life
Da ta Co llec tion
Analysis
Interpretation
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4 Principles for Quality
Validity, credibility
• Confirm the reasonable likeliness, e.g. by
triangulation or respondent validation Reliability
• Keep your research clean from your “self”, e.g. by
detailed documentation and external auditingGeneralizability
• Show possible transfer (limits) of your (non-
representative) data, e.g. by comparisons
Objectivity
• Open-mindedness needs some discipline: do notneglect data that do “not fit”, check rival theories.
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One major feature of qualitative data is that they focus on naturally occurring, natural events, so
we have a strong handle on “real life”.
Qualitative studies aim to describe a pattern of relationships, which can be done only with a set of analytical categories.
Starting with the categories (deductive) or getting to them (inductive) are both legitimate.
(Huberman and Miles, 1994, shortened)
Categories in QUAL
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Content Introduction
The Role of Ca tegories
Working with Qua lita tive Da ta materia l
Transc rip ts
Content ana lysis
Disc ussion, p rac tic a l exerc ise
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Materia l for Content Ana lysis
…..foc us groups, fac e to fac e interviews, marketsurvey researc h rec ord ings, c onsumer forums,
d isab led ac c ess aud its, d irec t response te levision,infomerc ia ls, sma ll g roup sessions, home buyer reports,te lephone survey campa igns, advertising researc h
find ings, customer ana lysis sessions, risk ana lysissessions, build ing survey reports, op inion polls,rec orded telephone interviews, p roduc t researc haud io, advisory board meetings, c ompetitor ana lysissessions, struc tura l reports, business meetings,c onferenc es, c ond ition reports, semina rs, workshops,in-dep th interviews, g roup d isc ussions…..
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Materia l for Content Ana lysis
• Focus groups,
• Fac e to face interviews,• In-depth interviews,
• Group discussions…..
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“ a transc rip tion system should be easy to write , easy
to read , easy to lea rn a nd easy to searc h” (Flic k 2006)
Definition: Transc rip t
A transcription is the c onversion o f a spoken-language sourc e into written, typewritten or p rinted
form.transc rip ts a re needed to c onc lude e.g . an interviewproc ess; a ll the information c ollec ted via rec ord ings
ha ve to be written d own. This is known a s a transc rip t.
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Transc rip tion Tec hniques
I. verba tim transc rip tion:Þ full transc rip t o f everything tha t is sa id in the rec ord ing byusing the interna tiona l phonetic a lphabet (d iffic ult to read ),phonetic nota tion (d ia lec t) or litera l interp reta tion
(c orrec ted gramma r)
II. commented transc rip tion:Þ verba l and nonverba l c ommunic a tion is c onsidered as
well as c ha rac teristic s within the language (e.g . b reaks,ac c entuation) – use o f spec ia l signs or c omments
III. c ontent a na lytic a l transc rip tion:Þ c ombination of transc rip tion and c ontent ana lytic a l
elements- summing up p rotoc ol (c rea tion of abstrac ts;induc tive c a teg ory forma tion)
- selec tive p rotoc ol (ded uc tive c a tegory formation)
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Tips for Transc rib ing• pay a ttention to g ood ac oustic s within the a udio ta ped ma teria l
• take notes during the d a ta c ollec tion
• look a fter c ompatib ility within the ana lysing software
• write down forma l deta ils exac tly
(e.g. names of the interviewees, time, loc a tion)
• look after ac c ura te sep ara tion o f text p assages (interviewing person / interviewee)
• use sep ara te text doc uments for ea c h interview(except: group discussions)
• use punc tua tion ma rks - help ful in genera ting ana lysing sequenc es
• preserve a nonymity within the interviewees
• use „ memos“ for idea s and hypo theses tha t a re genera ted whiletranscribing
• Þ transc ription software: Express Sc ribe, F4
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Quantita tive versus Qua lita tive Content Ana lysis
quantitative c ontent analysesgenera te numeric a l va lues
(frequenc ies, rankings, ra tings)from the verba tim text (examples:va lenc e ana lysis, frequenc y ana lysis,c ontingenc y ana lysis).
Disregards, for example:the c ontext of text elements, la tentmea ning, d istinc tive c ases
qualitative content analysisa lso inc ludesc ommunic a tion e lementstha t a re not exp lic itlyvocalised.The meaning of sta tementsis identified withoutred uc ing the materia l toqua ntifiab le results.
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“ how c a tegories a re d efined ... is an art.Little is written a bout it.“ (Krippend orff)
categories are in the c entre of ana lysis: the aspec ts oftext interp reta tion (following the researc h questions) are
put into c a teg ories, whic h were c a refully founded andrevised within the p roc ess of ana lysis (feedbac k loops).
c ontent ana lyses a re not a standard instrument, but need
systematic p roc eed ing : the materia l is to be ana lyzedstep by step c lose to the research question, fo llowing rulesof p roc edure, devising the ma teria l into ana lytic a l units.
Qua lita tive Content Ana lysis
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More or less“ narra tive” rawdata
Proc essed da ta
Break down intoc omp onent units
Count / ana lyseevaluate
Tapes, no tes
Write-ups,transcripts,
(verbatim)
Set of c odes
ReducingComplexity
Risk of
InformationLoss
Proc edure: Content Ana lysis
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Summarising Content Ana lysis
seeks to reduc e the materia l; p reserving ofessentia l c ontents by p roduc ing a manageab le,
short text.
induc tive c a teg ory formation: p roc edures ofsummarizing a re used to develop the aspec ts ofinterp reta tion and the c a tegories, as near aspossib le to the materia l.
deduc tive c a teg ory app lic a tion: works with p riorformula ted , theoretic a l derived aspec ts ofana lysis, b ring ing them in c onnec tion with the text.
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Summarising Content Ana lysis
Raw materia l (transc rip t, notes)
Paraphrasing
Selec tion,
rad ia tion (I)
Reduc ing , reporting
Reduc ing , summing up
Selec tion, rad ia tion (II)
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Find ing Ca tegories by Summarising
(ac c ord ing to the p rojec t: tea c her unemployment (Mayring 1995))
…………...……………………122B
goodrela tionship to
pupils
„ pup ils still write me emails“121B
good
rela tionship topupils
„ pup ils still like me there“121B
…………...………………………..…..
teacherexperience
„ a lrea dy experienc ed in tea c hing“119A
C1: no „ shoc k
of thepractise“bec ause o f:
- experienc eas teac her
- g oodrela tionship topupils……….
no „ shoc k of
the p rac tise“
„ no oc c upa tiona l stress due to
shoc k of the p rac tise“
119A
reductiongeneralisationparaphrasepage
c ase
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Induc tive Category Formation
issue, researc h question
genera l definition of ca tegories, fixing the selec tion c riterion and levelof abstrac tion for c a teg ory formation
gradual c a teg ory formation from the materia l with referenc e todefinition and abstrac tion leve l; aggreg a tion und er old c a teg ories or
forma tion o f new ones
revision of ca tegories a fter about 10-50% of the materia l p roc essed
fina l p roc essing of ma teria l
ana lysis, eventua lly quantita tive ana lyses (e.g . frequenc ies)
sourc e: Mayring 2008
E l
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ExamplesEx 1- women a nd beer c onsump tion
(c omb ined ded uc tive / induc tive ca tegory formation)categories:derived by deduc tive proc eed ing / conform to the research model
beer c onsumingsituations
sub-categories:derived by inductive proc eed ing
c onsumption on p a rties,only in soc iety
c onsumption a fter sport /
only in the summertime
design o f the b ottle
pric e o f the beer
beer advertising
paraphrases:
„ I never d rink bee r a t home“
„ only in the evening if I go
out“…………………..
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Content ana lysis of interviews : Examp le 2
« Young peop le and advertisementQUESTION : Your persona l op inion on p romotions and
advertising ac tions of companies and b rands?
DEDUCTIVE CATEGORIES (c lose to the ob jec tives of the stud y)
- Advertisement g ives true information /
intrusive and c ond itioning- Advertisement is an a rt …/ just a business toma ke you buy
- Acc ep tab le level and freq uenc y / theyexaggerate- Often interesting and orig ina l / bothering-boring
- No rea l impac t on behaviour / effic ient
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Young peop le a nd food
consumption: QUESTION : Your persona l op inion on p romotions and
advertising ac tions of c ompanies and b rands.
ONE ANSWER: « The p romotion prac tic es of the c ompanies
and brands p rompt us to c onsume and have a rea l impac t onour buyings. The part p layed by advertising is very important
when, without c lea rly rea lizing it, we buy ac c ord ing toadvertising we saw. We a re influenc ed by it. »
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FOCUS GROUPS
When I tell you « OLIVE OIL » wha t
c omes in mind ? (d irec t listing )
Roman empire
Sun
White wine
fish
Flavour
Origin
Summer Cicada Trip
Mediterranean sea Dry lanscape Holydays
Olive tree Sea Garlic
Tomato Salade ognon
cooking Cooking pleasure Pleasure
shopping
Italiancuisine Summer cooking Beauty
Basilicum shopping Health benefit
smelling cupboard Marseille soap
yellow buyingsgreen Market Rocket
hotness Quality Antipasti
Health cholestérol perfume
pleasure pepper
Greece Mozzarella
Andalusia Bread Sicily
Spontaneous associations with « Olive oil »
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Spontaneous associations with « Olive oil »
1 2 3 4 5 6
Roman
Empire
Sun
Summer
Mediterranan sea
Olive tree
Tomato
Cuisine
Italian cuisine
Basilicum
smell
yellow
green
Hot weather
Health
Pleasure
Greece
Andalusia
Sicily
White wine
Fish
Cicada
Dry landscape
sea
Salad
Pleasure of
cookingSummer food
Shopping
Cupboard
To go shopping
« Sur les quais »
Quality
Cholestérol
Pepper
Mozzarella
BreadFlavour
Origins
Trip
Holydays
Garlic
Onion
Shopping forPleasure
BeautyBenefits
Marseille soap
Andalusia
Rocket
Antipasti
smell
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Olive oil world
CUISINE
MEDITERRANEANSEA
COUNTRIES,
REGIONS,
ITALY SPAIN…
DAY TO DAY
COLORS
LANSCAPE
ANCIENT
HISTORY
SEA
HOT
WEATHER
CICADA
ANTIPASTI
MOZARELLA
BASIL
HEALTHCHOLESTEROL
QUALITY
BEAUTY
ROCKET
GARLIC
ONION
SHOPPING
CUP
BOARD
TO BUY
PLEASURE
TASTE
HOLYDAYS
SUMMER
SMELLS
FLAVOUR
SPONTANEOUS ASSOCIATIONS WITH
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THE "DRY FRUITS AND NUTS" FAMILY
pricot
Pineapple Diversity
Peanut SpecificityPistachio Nice colour
Hazelnuts Pass - time
lmond Nibbling
Walnut Barbecue
Banana
Prune Convivial
Cashew nut Tooth decay
Kernel Evening
Fig Friend party
Rambling
Pear Exoticism
Coconut End of gondola
Corn CrispyGrapes Benenuts
Sport Muesli
Sugar Balsen
To make dirty Movie
Fragrant Diet
peritif Hygiene (health
Expensive
Weight Quality
Christmas Nutritive
Danger Food palliative
Calories Qualitative
Dry Appetite suppr
lcohol PlasticCigarette Cake
Children Little volume
Easy
TV
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DRY FRUIT AND NUTS
Almond
Kernel
Pistachio Hazelnut
Walnut
Cashew nut
Pecan
Peanut
Apricot
Pineapple
Apple
Pear
Prune
Grapes
raisins
Banana
Fig
Corn
Crispy
Coconut
Muesli bars
*
Cake
Aperitif
Sport
Children
Nibbling
Appetiser
TV
Christmas
Movies
Convivial
Friend party
Pass ‐ time
Quality Nutritive
Alcohol
Hygiene
Danger
Weight
Calories
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(Mayring ): inte rc oder reliab ility is the widely used term for theextent to whic h independ ent coders eva luate a c harac teristicof a message and rea c h the same c onc lusion.
(Krippendorff): c ontent ana lytic a l performanc e c riteria :
I. va lid ity
semantic validity:the semantic s of the da ta language has to c orrespond to thesource(appropria teness of the c a tegory definitions, the key examp lesand the rules for c oders)
sampling valid ity: usua l c rite ria for p rec ise samp ling
correlation valid ity: c orrela tion with some externa l c riterion (e.g .the results of other methods like test, experiment o r observa tion).
pred ic tive va lid ity: if pred ic tions c an rea sonab ly be made fromthe materia l
Princ ip les for Qua lity
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Princ ip les for Qua lity
II. reliability
stability: (test-retest c ond itions; c od ing a set of da ta tw ic e)
reproducibility: the extent to whic h the ana lysis ac hievesthe same results und er d ifferent c irc umsta nc es Þ see
interc oder reliab ility (Mayring)
accuracy assumes sta b ility and rep roduc ib ility and denotesthe extent to whic h the ana lysis meets a pa rtic ula rfunc tiona l standard (ac hieved by e.g . c lea r definitions ofcategories)
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Ma yring Philipp : qua lita tive Inha ltsana lyse – Grund lagen und Tec hniken (2008)
Mayring Philipp : Einführung in d ie q ua lita tive Sozia lforsc hung (2002)Buber Rena te , Holzmüller Hartmut: Qua lita tive Marktforsc hung-
Konzepte , Me thoden, Ana lysen (2007)
Kripp endorff Klaus: Content analysis – an introduc t ion to its methodo logy (1980)
Berekoven Ludwig et a l.: Ma rktforsc hung – method isc he Grund lagen und p raktisc he
Anwendung
Kepper Gaby: Qua lita tive Marktforsc hung – Methoden, Einsa tzmöglic hkeiten und
Beurte ilungskriterien (1996)
Kohlbac her Florian: The use of qua lita tive c ontent a na lysis in c ase study resea rc h. in:
forum qua lita tive soc ia l researc h (2006, vol.7/ 1)Russell .L. Ac koff, "From Data to Wisdom," Journa l of App lied Systems Ana lysis 16 (1989):
3-9.
Milan Zeleny, "Ma nagement Support Systems: Towards Integra ted Knowledge
Ma nagement,“ Human Systems Ma nagement 7, no 1 (1987): 59-70.
Tashakkori, A. and Ch. Tedd lie: Comb ining Qua lita tive and Quantita ive Ap proac hes.
Ap p lied Soc ia l Researc h Methods Series, Volume 46. Thousand Oaks, Lond on, New
Delhi, 1998.
Densc ombe, M.: The Good Researc h Guide for sma lll-sc a le soc ia l researc h p rojec ts.
3rd ed t. Open University Press. Ma idenhead (UK) a nd New York, 2007.
Sourc es
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Content
Introduction
The Role of Ca tegories
Working with Qua lita tive Da ta materia l
Transc rip ts
Content ana lysis
Disc ussion, p rac tic a l exerc ise
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Instruc tions for Prac tic a l Exerc ise
1. Please a rrang e yourself in p a irs2. Please fill in two questionna ires / pa ir by doing a
“ dummy” interview (readab le, in Eng lish p lease) (10
minutes)
3. The questionna ires a re c ollec ted
4. Please a rrange yourself in 4 group s for ana lysis5. Follow the instruc tions for ana lysis (30 minutes)
6. Two groups will be p ic ked for p resenta tion (10minutes)
7. Genera l d isc ussion / debriefing (10 minutes)