A Qualitative Approach for Collecting, Organizing, and
Analyzing Verbal Response Data
This paper introduces several tools that are useful in
the planning of marketing research, as well as in the
collection, organization, and analysis of qualitative
marketing research data. After outlining a gap in the
marketing researcher’s capability to analyze verbal
data, the 7 Management and Planning Tools are presented
as the means for addressing this gap. The purpose(s) of
each tool are identified relative to their application
in marketing research. The paper concludes with a
discussion on how these tools can be combined to provide
more thorough planning and even richer insight into
collected data. pdf