Monday, June 16, 2008

Think before purchasing the software tools

Books 2 Byte
Marketing Research
Bonita Kolb
( http://www.sagepublications.com/)

Qualitative analysis and software

Software tools that assist in the analysis of qualitative data are now available, but marketing researchers must decide if it is worth the money to purchase such software, advises Bonita Kolb in Marketing Research. If a research process has only involved one or two focus groups or interviews, the time saved in using software may not justify its cost and the time it will take for researchers to learn to use it, she reasons.

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