Using computer software for the analysis of qualitative market research data

Issues associated with the analysis of qualitative data receive much less a ttention in the market research literature than data collection issues. In the absence of defined analysis procedures and standards, qualitative data analysis is perceived as an idiosyncratic process, relying heavily on the p ersonal biography and the philosophical stance of the analyst. One of the m ore recent developments in qualitative research is the increasing use of co mputers and software programs designed specifically to assist with data man agement and analysis. These programs operate on the assumption that there a re commonalties in the various approaches to data analysis. There are few p ublished reports on programs in the market research literature and the aim of this article is to examine the assumptions about data analysis on which these programs are based, review how programs can help with analysis and di scuss some of the methodological issues associated with their use. Addition ally, we: suggest how programs can be used by qualitative market researcher s.