Data Analysis and Interpretation
- First Online: 14 February 2019
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- Krittinee Nuttavuthisit 2
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Data collection techniques (in Chaps. 5 – 9 ) can lead to a compiled set of data ranging from observation field notes to interview records and transcripts, documents, images, and artifacts. These represent an aggregation of consumer perspectives, activities and other relevant phenomena.
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Nuttavuthisit, K. (2019). Data Analysis and Interpretation. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_10
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