tailieunhanh - Ebook Essentials of marketing research (3rd edition): Part 2

(BQ) Part 2 book "Essentials of marketing research" has contents: Qualitative data analysis, preparing data for quantitative analysis, basic data analysis for quantitative research; examining relationships in quantitative research, communicating marketing research findings. | Part 4 Data Preparation, Analysis, and Reporting the Results Qualitative Data Analysis Chapter 9 Learning Objectives After reading this chapter, you will be able to: 1. Contrast qualitative and quantitative data analyses. 2. Explain the steps in qualitative data analysis. 3. Describe the processes of categorizing and coding data and developing theory. 4. Clarify how credibility is established in qualitative data analysis. 5. Discuss the steps involved in writing a qualitative research report. The Impact of Wireless Communication on Social Behavior Mobile phones were once all business. But today they are all in the family. A recent survey of Americans between the ages of 18 and 64 conducted by Knowledge Networks, a market research firm in Cranford, New Jersey, revealed that most respondents underscore “family” as the top reason to go wireless. Young respondents, more so than older ones, cite “reaching friends” as their second leading reason to go wireless, with “work-related calls” being the overall third most important reason for having a wireless phone. The survey also reported some interesting descriptive information. For example, men tend to make more calls on mobile phones per day ( calls) than women ( calls). Although both put family first, women were more partial to calling friends, whereas men were three times as likely to use their phones for work. In addition, 65 percent of African Americans have mobile phones, compared to 62 percent of Caucasians. Hispanics remain well behind in mobile phone usage, with just 54 percent penetration. While this describes the type of information that results from conducting traditional surveys, the findings are limited to aggregate descriptive interpretations and meaning. In contrast, qualitative research on wireless phone usage offers greater opportunities to gain in-depth understanding of what lies beyond those descriptive numbers. For example, with more than 190 million Americans owning mobile phones, the .