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Marketing - Marketing Research and Market Research

 

 
CAQDAS: a supplementary tool for qualitative market research The aims of the paper are twofold: to assess the usage of Computer Assisted Qualitative Data Analysis (CAQDAS) in the UK market research industry; and to evaluate the use of CAQDAS as a supplement to paper-coding in market research.

The study has important implications for commercial qualitative market research. Repositioning CAQDAS as supplementary, rather than as an alternative, circumvents arguments about time pressure, and highlights its data management role. pdf. 2008

 

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Status: 21. November 2012