Analysis and Interpretation of Qualitative Data in Consumer Research.
This article presents a framework for thinking about the fundamental activities of inference--data analysis and interpretation--by researchers using qualitative data. I contrast these two activities. For analysis I describe seven operations: categorization, abstraction, comparison, dimensionalization, integration, iteration, and refutation. For interpretation I suggest metaphor and other literary devices as models for understanding the meanings of others, identifying patterns in these meanings, and representing how systems of meanings reproduce culture. The purpose of these descriptions is to suggest a vocabulary for and stimulate discussion about how researchers using qualitative analytical techniques arrive at conclusions and make sense of data. Copyright 1994 by the University of Chicago.
Year of publication: |
1994
|
---|---|
Authors: | Spiggle, Susan |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 21.1994, 3, p. 491-503
|
Publisher: |
University of Chicago Press |
Saved in:
Saved in favorites
Similar items by person
-
Making connections : partner quality, identity, and community
Spiggle, Susan, (2008)
-
More than fit : brand extension authenticity
Spiggle, Susan, (2012)
-
A choice sets model of retail selection
Spiggle, Susan, (1987)
- More ...