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What precisely do you mean? Interpreting qualitative data

In: How to Keep Your Research Project on Track

Author

Listed:
  • Rebecca Loudoun
  • Keith Townsend

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.

Suggested Citation

  • Rebecca Loudoun & Keith Townsend, 2024. "What precisely do you mean? Interpreting qualitative data," Chapters, in: Keith Townsend & Mark N. Saunders (ed.), How to Keep Your Research Project on Track, chapter 19, pages 111-118, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:23326_19
    as

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    File URL: https://www.elgaronline.com/doi/10.4337/9781035332724.00027
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