(c.

) Once the company has collected the required information using qualitative research methods,
they have to analyse the data. Analysing refers to conducting a detailed examination and coming to
a conclusion derived from it. Research would be not be complete without analysing. The steps
involved in the process are:

1. Prepare data: Every bit of data collected through research needs to be gathered and stored in an
organised way.

2. Review data: The data collected and stored needs to be reviewed in a detailed manner and points
need to be jotted down from it.

3. Creating initial codes: The keywords used in multiple instances will be highlighted and noted down
on separate margins.

4. Reviewing of code: Recurring beliefs, phrases and novel ideas of consumers will be jotted down
and maintained in a separate base.

5. Presentation of themes in a cohesive manner: The findings from the research and the other
mentioned steps will be presented to the management of the company, according to which further
business strategies will be used by it.

This is the process of analysing data obtained from the qualitative research.