Marketing Research

Ninth Edition

Qualitative Research for

PSO

Presenter
Huynh Ba Chan Nhu

Mar. 2023

Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved
Agenda – Day 4
Analysis Qualitative Findings
• Transcripts: Content Grid (Excel), Conversation-like (Word)
• Get target respondent/ group observation at the glance
• Generating the key finding points
• How to best present the findings in details and in the most
comprehensive way
• Support key findings with verbatim
• Conclusions and recommendations
• Practice: Analysis & Reporting

Copyright © 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved
Analysis Qualitative Findings

Main Research
Objectives

Key findings

Supporting
Elements

Verbatims

Conclusions

Recommendations

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Analysis Qualitative Findings

Step 1
• Get target respondent/ group observation at the glance
• Who are your interviewed respondents?
• What are your own assessment on their suitability with the
research objectives (qualification/ attitude/ experience etc…)
• Any limitation for your research objectives?

Step 2
• Generating the key finding points
• Structure the findings according to main objectives
• Outline the key findings and their supporting elements

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Analysis Qualitative Findings (cont’d)
Step 3
• Work in details each key finding
• Point out main take-outs:
• What you can interpret from the interviews/ group discussions?
• To what extend? (many responses/ few response)
• How should we look at the main take out (in total/ by sub-group
of analysis)? What we can concludes – similarities and
differences by sub-group of analysis.
• Find supporting elements (other supporting to the main takes-out)
• How to arrange these supporting elements to best communicate
the main take out
• Illustrate the main take outs and their supporting elements in the
most logical and comprehensive way.

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Analysis Qualitative Findings (cont’d)
Step 3 (cont’d)
• Work in details each key finding
• Find representative verbatim to best illustrate the main take-outs
and supporting elements
• Cite the verbatim, note the claimed target/ subgroup and location if
any. Do not reveal the respondent identity.
Step 4
• Prepare conclusions for each main research objectives
• Conclusions are what you can interpret from the findings for
main objectives
• Suggest recommendation based on all conclusions (of each/ all
main objectives)
• Recommendation are what implication in terms of business/
marketing/ management that you can take action to solve the
problem/ to improve the situation.
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Copyright

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