Analysing Textual Data in International Marketing Research

Sinkovics R R, Penz E, Ghauri P N. Analysing textual data in international marketing research[J]. Qualitative Market Research: An International Journal, 2005, 8(1): 9-38.

Posted: 30 Sep 2016

See all articles by Rudolf R Sinkovics

Rudolf R Sinkovics

University of Auckland Business School

Elfriede Penz

Vienna University of Economics and Business

Pervez Ghauri

King's College, London; University of Birmingham

Date Written: 2005

Abstract

Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text-data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real-world example using N*Vivo software. Findings – A 14-step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data. Research limitations/implications – The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data. Practical implications – Step-by-step guidance on performing qualitative analysis of textual data and documenting findings. Originality/value – The paper is valuable for researchers and practitioners looking for guidance in analysing and interpreting textual data from interviews. Specific support is given for N*Vivo software and its application.

Keywords: Computer software, Qualitative research, International marketing, Knowledge management

JEL Classification: F23, M31, D83, O30

Suggested Citation

Sinkovics, Rudolf R and Penz, Elfriede and Ghauri, Pervez, Analysing Textual Data in International Marketing Research (2005). Sinkovics R R, Penz E, Ghauri P N. Analysing textual data in international marketing research[J]. Qualitative Market Research: An International Journal, 2005, 8(1): 9-38., Available at SSRN: https://ssrn.com/abstract=2844580

Rudolf R Sinkovics

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand
+64 9 923 6359 (Phone)

HOME PAGE: http://unidirectory.auckland.ac.nz/profile/rudolf-sinkovics

Elfriede Penz

Vienna University of Economics and Business ( email )

Welthandelsplatz 1
Vienna, Wien 1020
Austria

Pervez Ghauri (Contact Author)

King's College, London ( email )

Strand
London, England WC2R 2LS
United Kingdom

University of Birmingham ( email )

Edgbaston, Birmingham B15 2TT
United Kingdom

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
296
PlumX Metrics