Abstract
Qualitative researchers need to make judgements regarding how to engage with data during analysis. Computer assisted qualitative data analysis software (CAQDAS) is one approach that provides solutions to challenges associated with more traditional techniques. Despite the benefits of a highly manual approach (e.g. immersion in the data), costs arise regarding researcher time and energy. In addition, tensions have emerged regarding best practices in contemporary qualitative research, and the place for and ideal uses of manual approaches versus CAQDAS. We explore how CAQDAS can address these challenges, outlining qualitative coding methods and the role of specific variants of CAQDAS in this process. These benefits and downsides of using CAQDAS in qualitative analysis outlined are particularly highlighted for novice researchers.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Qualitative Research Methods in Marketing |
| Editors | Cele Otnes, Russell Belk |
| Place of Publication | Cheltenham, UK |
| Publisher | Edward Elgar Publishing Ltd |
| Chapter | 37 |
| Pages | 448-459 |
| Number of pages | 12 |
| Edition | 2 |
| ISBN (Electronic) | 9781035302727 |
| ISBN (Print) | 9781035302710 |
| Publication status | Published - 2024 |
Keywords
- Qualitative data coding
- Qualitative data coding software
- Qualitative data software