The abstract:

The fact is, in reality of every single corporation, around 80 % of business information is not numerical. Usually any content of emails, brochures, sales letters, etc is textual. Also any open ended responses, focus group discussion scripts and in depth in your market research studies will be expressed by written long responses and not straight away numbers, figures or scales.

The art of qualitative market research analyses is based on transferring all textual responses into appropriate figures and indicators, than coding them and interpreting properly. However, for this purpose, probably, you might require the service of any linguistic specialist. This is due to necessity of in depth understanding relations between your products or services that were gathered from your customers abroad. Usually, this approach is ended up with a lot of hassle when international marketing studies are concerned.

The alternative option is employing Invstzoom as international market research specialist and that this complicated procedures are no longer required as you have well versed and internationally qualified interpreters directly at the range of your boardroom. Please find in this section how we understand the sophisticated process of qualitative analysis.

The Features:

• It concentrates on understanding, explaining and interpreting of exact people behaviors in some specific situations (e.g. when probing open ended question);
• In light of above it is all based on previous collected qualitative data (scripts, transcripts, tapes, etc);
• Interpretation can be based on the following principles:

Someone's interpretation of his or her surroundings;

Why they have such a point of view;

How they came across into that view;

What they have been doing in the past regarding specific problem or situation;

How they conveyed their view of their situation and surroundings;

How they identify, classify or justify themselves and others in what they say, and what they do;

The conduct:

This sample procedure shows how the qualitative analytics cycle may be organised:

Transcriptions:

Transcriptions involve writing about the data and what you find inside here. Usually it is based on the probing the open ended questions or moderating a discussion. It is vital and common to add the local cultural context to such a transcription.

Coding into themes:

In international market research coding for qualitative analyses plays very important role. This is due to the linguistic nuances and only local understandable shortcuts or phrases. Usually many research executives use specific software for coding, however you should be double careful by indentifying of response frames, themes and patterns. Looking for themes involves coding. This is the identification of passages of text (or other meaningful phenomena, such as parts of images) and applying labels to them that indicate they are examples of some thematic idea. At its simplest, this labelling or coding process enables researchers quickly to retrieve and collect together all the text and other data that they have associated with some thematic idea so that they can be examined together and different cases can be compared in that respect.

Organising:

Due to its nature, qualitative data sets tend to be very large. Even when relatively small sample may deliver large volume of qualitative text and thoughts. There is also basic difference in a data source (survey’s structured data vs. Script or Video and Audio material). This require intensive and accurate examination, understanding and interpretation than only local hands on experience executives can do. Although we recommend the involvement of locally based people, the interpreted data need to be understandable for everyone who need use the outcomes for any further purposes. In such a case understandable means also well organised and excellent readable.

Interpretation:

Well, interpretation seems to be easy if it is supported by some specific software that is designed specifically for “fishing” linguistic rules from the text. However the devil is in details – in some research cases the difference between human and software interpretation might be as between electronic translator usage and involving a translation professional (a person). You should be double careful in such cases, especially if you intend to commit marketing action based on the outcome of qualitative analysis.