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Data Analysis and Interpretation

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Qualitative Consumer and Marketing Research

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Abstract

Data collection techniques (in Chaps. 5–9) can lead to a compiled set of data ranging from observation field notes to interview records and transcripts, documents, images, and artifacts. These represent an aggregation of consumer perspectives, activities and other relevant phenomena.

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  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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Correspondence to Krittinee Nuttavuthisit .

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Nuttavuthisit, K. (2019). Data Analysis and Interpretation. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_10

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