Development of the world food market has, in recent years, been marked by rapid, unexpected and complex changes. The world food industry is operating in an explicitly dynamic environment which demands constant adjustments and responses. Good familiarity with consumers, their habits, wishes, and...

The article presents an example of a text analysis and interpretation based on a qualitative research. In the first part we focus on the theoretical definition of analytical tools and characteristics of the text analysis and interpretation within the frame of qualitative research. We continue...