CAQDAS: a supplementary tool for qualitative market research

Abstract

Purpose 1) To assess the usage of CAQDAS (Computer Assisted Qualitative Data AnalysiS) in the UK market research industry, and 2) To evaluate the use of CAQDAS as a supplement to paper-coding in market research. Design/methodology/approach CAQDAS usage was assessed by a questionnaire, sent to a sample of 400 UK market researchers. The second part of the research is a case study of a research experiment. We conducted focus group research into online grocery shopping, supplementing a paper-coding based analysis with a further analysis based on computer coding. Findings Usage of CAQDAS in commercial market research is very low at only 9%. Our research suggests that CAQDAS can be a useful supplement to traditional methods. Using computer software we were able to 1) mine the data for more detail; 2) clearly identify minority views; 3) and produce a useful resource for future research. Research limitations/implicationsThe survey response rate was 38%, but only 13 respondents used CAQDAS. Generalisation from a single experiment is problematic; our findings are affected by the research topic, research brief and the two research analysts. Practical implicationsThe 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. Originality/value This is the first large scale survey of qualitative research analysis in the UK market research industry. The case study describes an approach to CAQDAS that is innovative and relevant to commercial market research.

Application of Grounded Theory in Career Research Reviewed

“…Some of the concerns raised in literature indicated that most of the negative attitudes might be as a result of misperceptions about how the software is generally applied as well as a concern that the data analysis part will be done by the program itself. This resistance might be due to the fact that research indicates minimal application of QDA programs even though researchers are aware of it (Rettie, Robinson, Radke, & Ye, 2008).…”

“…A possible solution to this is the use of qualitative data analysis (QDA) 1 programs (Bowen, 2005) or computer assisted qualitative data analysis software (CAQDAS) (Rettie, Robinson, Radke, & Ye, 2008). However, much controversy exists on the use of these software programs as these programs are not universally accepted (Atherton & Elsmore, 2007).…”

“…Counter-argument "Analysts may confuse coding with analysis, and neglect interpretation" (Rettie, Robinson, Radke, & Ye, 2008, p. 77) • QDA programs do not provide a method for coding, nor does it prevent substantial intuitive analysis (Rettie, Robinson, Radke, & Ye, 2008). …”

“…Use pre-defined analytical techniques, including pre-defined codes (Atherton & Elsmore, 2007) • Depending on the program used, codes can either be pre-determined or developed as the data are analysed (Denzin & Lincoln, 2000) • QDA programs are ''neutral in intent and output'' (Atherton & Elsmore, 2007, p. 69) as meaning and interpretation are provided by the researcher through the provision of codes. ''Creation of too many codes and consequent loss of understanding of the overall picture'' (Rettie, Robinson, Radke, & Ye, 2008) • An overview of the overall picture can be easily obtained as software programs provide mechanisms to link information and find patterns (Guidry, 2002) Source: Authors' Compilation Table 2 indicates that when a software program is used, the analysis part (including but not limited to coding, judging, opinions, ideas and interpretation) can only be done by the researcher (Pandit, 1996). For this study, the QDA program mainly assisted with data management in the form of storage, ordering and easy retrieval (Atherton & Elsmore, 2007;Rettie, Robinson, Radke, & Ye, 2008).…”

“…• Allows more time to the researcher for analytic and interpretive work as the program takes care of the mechanical aspects of the process (Rettie, Robinson, Radke, & Ye, 2008). …”