Interviewing and qualitative analysis by computer in the passenger car market


This paper gives the background, research techniques used and a broad outline of the results of research undertaken by Renault UK Ltd into the passenger car market. The paper goes through all the stages of research and covers Stage III in particular detail as this was where computers were used in three different ways. This is, we believe, relatively unusual in the UK. Computers were used to interview respondents, to analyse data and produce attribute maps and to analyse qualitative questions by keywords.

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