BBAM 31013-Research Methodology in Marketing

Dr. S. Rajumesh,
Dept. of Marketing.

Qualitative Data Analysis

Learning outcome
After completing this section, you should be able to

 explain the process of content analysis, including the creation of codes, systematic
application, and analysis of data frequency and context.
 comprehend the concept of narrative analysis and its application in understanding
customer experiences through storytelling.
 explain how thematic analysis is used to identify patterns or themes within qualitative
data in marketing research.
 analyze patterns and themes within discourse data to understand how language shapes
consumer perceptions and reflects societal norms.
 create theoretical frameworks based on grounded theory analysis findings, addressing
gaps in existing literature and contributing to knowledge in their field.

Qualitative Data Analysis Approaches

Qualitative data analysis involves examining non-numeric data, such as text, audio, images, or
video, to identify patterns, themes, and insights. Various methods are employed to make sense of
qualitative data, and some prominent approaches include content analysis, narrative analysis,
thematic analysis, discourse analysis, and grounded theory.

1. Content Analysis
o Definition Content analysis involves systematically analyzing the content of
textual, visual, or audio information to identify patterns, themes, or relationships.
It is often used to quantify and interpret the presence of specific words, phrases,
or themes in a dataset.
o Process Researchers create categories or codes to represent concepts of interest
and systematically apply them to the data. The frequency and context of these
codes are then analyzed to draw conclusions.

Imagine a company has recently launched a new smartphone, and they want to gauge customer
reactions through social media content analysis.

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  Codes/Categories Researchers create codes like "Positive Reviews," "Negative
Reviews," "Camera Quality," "Battery Life," and "Customer Service Experience."
 Systematic Coding Each customer review on social media is examined and labeled with
the appropriate code. For instance, a review stating "The camera is amazing, but the
battery life is disappointing" would be coded as "Positive Reviews" and "Battery Life."
 Frequency Analysis After coding a significant number of reviews, researchers might
find that the most frequent codes are "Positive Reviews" and "Camera Quality."
 Contextual Analysis Researchers then delve deeper into the context of negative reviews
related to battery life. They may discover common themes like complaints about short
battery life during heavy usage.

Conclusions Through content analysis, the company gains insights into customer sentiments,
identifying the aspects of the product that are well-received and areas that may need
improvement. This information is valuable for refining marketing strategies, addressing customer
concerns, and enhancing the overall product offering. Content analysis thus serves as a powerful
tool in extracting meaningful insights from vast amounts of textual data in the realm of
marketing research.

2. Narrative Analysis in Marketing Research

Example Exploring Customer Experiences through Online Reviews

Definition Narrative analysis is a qualitative research approach that concentrates on studying

stories or narratives to gain insights into how individuals construct and convey meaning through
storytelling. In marketing research, this method can be employed to understand the narratives
present in online customer reviews.

Process

1. Selection of Narratives Researchers begin by selecting a set of narratives for analysis. In

marketing, these narratives could be customer reviews, testimonials, or personal stories
shared by customers on various platforms, such as product review websites or social
media.
2. Examination of Narrative Elements Researchers systematically examine the narrative
elements, including the plot (sequence of events), characters (individuals involved),
setting (context of the story), and other storytelling elements. In the context of marketing,
these elements may correspond to the customer's journey, their interactions with the
product, and the overall experience.
3. Identification of Themes Through a close analysis, researchers identify recurring themes
or patterns within the narratives. Themes could relate to positive or negative experiences,
specific product features, customer service interactions, or overall satisfaction.
4. Interpretation of Lived Experiences Narrative analysis goes beyond surface-level
content. Researchers interpret the lived experiences and perspectives embedded in the

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 narratives. This involves understanding the emotions, values, and meanings attributed by
customers to their interactions with a product or brand.

Example Scenario Consider a company that manufactures fitness trackers, and researchers want
to understand customer experiences through narrative analysis of online reviews.

 Selection of Narratives Customer reviews from online platforms, such as Amazon or

dedicated fitness tracker review websites, are chosen for analysis.
 Examination of Narrative Elements Researchers closely examine the narratives to
understand the sequence of events (e.g., when customers started using the fitness tracker),
characters (e.g., the customers themselves and any mentioned individuals), and setting
(e.g., the context of usage, like during workouts or daily activities).
 Identification of Themes Recurring themes emerge, such as positive mentions of
accuracy in tracking, negative comments about battery life, and positive experiences with
customer support.
 Interpretation of Lived Experiences Researchers interpret the narratives to uncover
deeper meanings, such as how the fitness tracker contributes to customers' overall well-
being, the frustration caused by technical issues, or the joy derived from achieving fitness
goals with the help of the product.

Conclusions Through narrative analysis, the company gains a nuanced understanding of

customer experiences beyond quantitative ratings. Insights into the emotional aspects, challenges
faced, and successes celebrated by customers provide valuable information for product
improvement, marketing strategies, and customer engagement. Narrative analysis allows
marketers to go beyond statistics and connect with the rich, qualitative aspects of customer
stories, contributing to a more holistic understanding of the consumer journey.

3. Thematic Analysis

Definition Thematic analysis is a qualitative research method that focuses on identifying,

analyzing, and reporting patterns or themes within qualitative data. In marketing research,
thematic analysis can be applied to various sources, such as focus group discussions, interviews,
research papers, to uncover recurring patterns or insights.

Process

1. Data Collection Researchers collect qualitative data, such as transcripts from focus
group discussions or interviews, where participants share their opinions, experiences, and
feedback related to a product or service.
2. Familiarization with Data Researchers immerse themselves in the data to become
familiar with its content. This involves reading and re-reading transcripts to gain a
holistic understanding of the information.

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 3. Coding The researchers systematically code the data by identifying and labeling
meaningful segments related to the research objectives. Codes represent ideas, concepts,
or recurring topics within the dataset.
4. Theme Development Codes are grouped together based on similarities to form broader
themes. Themes capture the essence of the data and represent patterns or commonalities
across different participants' responses.
5. Organization and Interpretation Once themes are established, researchers organize and
interpret the data within the context of these themes. They explore relationships,
differences, and nuances, gaining insights into the underlying phenomena.

Example Scenario Suppose a company is launching a new mobile application for financial
budgeting, and researchers conduct focus group discussions to understand users' perceptions and
experiences. Thematic analysis is applied to the transcripts from these discussions.

1. Data Collection Transcripts from focus group discussions are collected, capturing
participants' opinions, challenges, and expectations related to the financial budgeting app.
2. Familiarization with Data Researchers read through the transcripts to understand the
content, gaining insights into participants' perspectives on budgeting apps.
3. Coding Key ideas or concepts within the transcripts are systematically coded. Codes
could include "User-Friendly Interface," "Budgeting Challenges," "Expectations from the
App," and so on.
4. Theme Development Codes related to user experiences are grouped into themes. For
instance, codes like "User-Friendly Interface" and "Expectations from the App" may
contribute to a broader theme of "User Experience and Expectations."
5. Organization and Interpretation Researchers analyze the data within the context of
identified themes, exploring participants' expectations, challenges, and preferences
regarding the financial budgeting app. The themes provide a structured framework for
understanding the qualitative data.

Conclusions Thematic analysis enables the researchers to derive meaningful insights from focus
group discussions. By identifying and organizing themes, the company gains a deeper
understanding of users' experiences and expectations. These insights can inform the app's
development, marketing strategies, and user engagement initiatives, contributing to the overall
success of the product in the market. Thematic analysis serves as a versatile and powerful tool
for exploring and interpreting qualitative data in marketing research.

4. Discourser analysis

Definition Discourse analysis is a qualitative research approach that examines language use in
its social context, aiming to understand how language shapes and reflects power dynamics, social
norms, and identity. In marketing research, discourse analysis can be applied to analyze the
language used in advertising materials to uncover underlying social constructs.

Process

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 1. Selection of Discourse Data Researchers choose a set of discourse data, such as
advertisements from print media (magazines, newspapers), where language is employed
to convey messages to consumers.
2. Analysis of Linguistic Elements Researchers explore the linguistic elements within the
selected discourse, including vocabulary choices, sentence structures, tone, and rhetorical
devices. These elements are examined to understand how language is constructed and
what meanings are conveyed.
3. Contextual Exploration The analysis goes beyond linguistic elements to investigate the
broader social context. Researchers consider how the chosen discourse reflects or
influences societal norms, power dynamics, and the construction of identities.
4. Identification of Patterns and Themes Patterns and themes within the discourse are
identified. This includes recurring linguistic strategies, the portrayal of certain groups or
individuals, and the framing of products or services.

Example Scenario Suppose a clothing brand is running a print advertising campaign for its new
line of activewear. Researchers conduct discourse analysis on the language used in the
advertisements to understand how it shapes consumer perceptions and reflects broader social
dynamics.

1. Selection of Discourse Data Advertisements from magazines featuring the new

activewear line are chosen as the primary discourse data.
2. Analysis of Linguistic Elements Researchers examine the vocabulary choices, sentence
structures, and overall tone of the advertisements. They pay attention to words conveying
notions of empowerment, vitality, and inclusivity.
3. Contextual Exploration The researchers consider the societal context surrounding
activewear and fitness culture. They explore how the language used in the advertisements
aligns with or challenges prevailing norms related to body image, gender roles, and
lifestyle.
4. Identification of Patterns and Themes Patterns emerge, such as the consistent use of
empowering language, diverse representation in imagery, and messaging around body
positivity. Themes include the association of the activewear with a healthy and active
lifestyle.

Conclusions Through discourse analysis, the clothing brand gains insights into how language in
its advertisements contributes to the construction of meaning and social reality. The analysis can
inform marketing strategies, helping the brand align its messaging with societal values, and
ensuring that its communication resonates positively with the target audience. Discourse analysis
serves as a valuable tool for marketers seeking to understand the impact of language on
consumer perceptions and social dynamics.

5. Grounded Theory

Grounded Theory is a qualitative research methodology. It is widely used in various fields,

including sociology, psychology, nursing, and management studies. Grounded Theory aims to
generate theories or conceptual frameworks directly from empirical data, rather than testing
existing theories. Here's an explanation of the key components

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 1. Definition
o Grounded Theory is an inductive research method that involves systematically
analyzing qualitative data to develop new theories or conceptual frameworks.
o The term "grounded" reflects the idea that the theory is grounded in the data,
emerging from the specifics of the observations and interviews rather than being
imposed on the data from preconceived notions.
2. Process
o Open Coding
 Researchers begin by engaging in open coding, where they analyze the data
line by line to identify and label initial concepts or codes.
 This phase involves breaking down the data into discrete parts, assigning
labels (codes) to those parts, and creating categories that represent the
concepts emerging from the data.
o Axial Coding
 After open coding, researchers move on to axial coding, which involves
organizing the codes and establishing relationships between them.
 Researchers identify the connections and patterns among the codes, grouping
them into categories and subcategories.
 This phase helps in understanding how different concepts relate to each other
and how they contribute to the development of a potential theory.
o Constant Comparison
 Grounded Theory involves constant comparison, an iterative process of
comparing data, codes, and categories throughout the analysis.
 Researchers compare new data with existing codes and categories, refining
and revising them as needed. This iterative process continues until a
theoretical framework begins to emerge.
o Theoretical Sampling
 Researchers may use theoretical sampling during the study to deliberately
select new participants or gather additional data that can help refine
emerging theories.
 This sampling strategy aims to deepen the understanding of emerging
concepts and relationships.
o Saturation
 The process continues until researchers reach theoretical saturation, a point
at which collecting more data does not lead to significant new insights or
changes in the emerging theory.
3. Outcome
o The end result of the Grounded Theory process is the development of a new theory
or conceptual framework that explains the phenomenon under investigation.
o This theory is "grounded" in the data collected during the study, making it directly
relevant to the context from which it emerged.

Grounded Theory is particularly useful when exploring complex social processes, interactions,
and phenomena where existing theories may be limited or insufficient. It allows researchers to
build rich and contextually relevant theories directly from the data they collect.

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Common Steps in Qualitative Data Analysis

1. Data Familiarization Researchers immerse themselves in the data to gain a thorough

understanding of its content.
2. Initial Coding Researchers assign labels or codes to segments of data that represent key
concepts or themes.
3. Category Development Codes are grouped into categories or themes based on shared
characteristics or meanings.
4. Constant Comparison Researchers continuously compare data within and across codes
to refine categories and identify patterns.
5. Theoretical Saturation The analysis continues until no new insights or themes emerge,
indicating theoretical saturation.

Each qualitative data analysis approach has its strengths and is suited to different research
questions or contexts. Researchers often choose an approach based on the nature of their data and
the goals of their study.