data analysis in qualitative market research

8/3/2019 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



Transc rip ts

Content ana lysis




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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)



2121

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



Transc rip ts

Content ana lysis




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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)

data analysis in qualitative market research

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