What precisely do you mean? Interpreting qualitative data

Rebecca Loudoun and Keith Townsend

Chapter 19 in How to Keep Your Research Project on Track, 2024, pp 111-118 from Edward Elgar Publishing

Abstract: This chapter reports on the experience of a baseline data collection designed to establish an ‘anchor’ to compare qualitative data over three time periods. A ‘word association’ technique was used - a technique used in psychology for a century and in market research for decades. This research method, however, while providing the authors with a means of placing a measurement on the ‘time one’ experience of the employees, was not without its problems. This chapter tells a story of an experiment in data collection that became more complicated than we had anticipated. We also describe and consider how successful our strategies were to get the project back on track.

Keywords: Business and Management; Education; Research Methods; General Academic Interest (search for similar items in EconPapers)
Date: 2024
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