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
VP Marketing for the Montreal
“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
Sport Equipment manufacturer and
«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 Process
Prepare Preliminary Plan of Data Analysis
Select Data Analysis Strategy
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
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.
Coding means assigning a code, usually
a number, to each possible response to
If possible, standard codes should be
used for missing data. Coding of
structured questions is relatively simple,
since the response options are
Guidelines for coding unstructured questions:
Category codes should be mutually exclusive and
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
Database : Excel or SPSS