Qualitative Data Analysis Evaluating Quantitative and Qualitative Res

Question: Describe why Qualitative Data Analysis is Important? Answer: Introduction: Like the quantitative data analysis, qualitative data analysis also has importance because sometimes we do not get the numeric information about the variables or data. In this case, we always use the qualitative data analysis method for study of given particular variables. In qualitative data analysis, we need to prepare the data by taking interviews or other methods. The respondents give us the qualitative information for the questions as to them and we need to store this information systematically. We need to code these answers by creating some categories as required. Here, we are interested to analysis the qualitative data collected at the KDS shopping mall. Kingston Department Store or in short KDS is the well established department store and they want to study some aspects about its customers. For this purpose we have to conduct the some interview plan and then we have to take some interviews for this study purpose. Here we are conduct nine interviews and we get the answers for these interviews or questions in these interviews. First of all, we need to do some coding work for systematic collection of data information. The coding is given below: Codebook: Variable Description Code Sex Male 1 Female 2 Age 25-39 1 40-54 2 55+ 3 Visiting Frequency weekly 1 monthly 2 twice a year 3 reason for shop at KDS Prompts: Buying and Browsing 1 Convenience: Parking 2 Product range quality price 3 Transport links 4 Staff: knowledgeable, polite, helpful 5 other: Queues, cafe, lifts, toilets, facilities 6 time spend at KDS less than 1 hour 1 1-2 hour 2 more than 2 hour 3 Type of buy Cloths 1 Stationary 2 Jewellery 3 Electronics 4 Footwear 5 Food 6 Other 7 Source of Information Internet 1 Newspaper 2 Advertisement 3 Other 4 Availability of range of products yes 1 No 2 New Arrivals Yes 1 No 2 The following information is collected through the interviews taken at KDS departmental store. Coding Variable INTERVIEW 1 JOAN INTERVIEW 2 FARIDEH INTERVIEW 3 DOREEN INTERVIEW 4 GRACE INTERVIEW 5 PAM Age 2 2 2 2 2 Sex 2 2 2 2 2 HOW OFTEN DO YOU SHOP AT KDS? 2 1 2 2 1 WHY DO YOU SHOP AT KDS? 3 2 1 5 5 CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE? 3 2 3 2 1 ARE THERE ANY OTHER REASONS YOU SHOP HERE? 2 5 6 3 4 HOW LONG DO YOU NORMALLY SPEND IN THE STORE? 3 3 1 2 1 WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS? 7 1 1 2 6 ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS? 1 2 2 1 2 ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY? 1 2 1 2 2 The coding for the interview questions given as below: Coding Variable INTERVIEW 6 ELENA INTERVIEW 7 ANNE INTERVIEW 8 LILY INTERVIEW 9 LAURA Age 2 2 2 2 Sex 2 2 2 2 HOW OFTEN DO YOU SHOP AT KDS? 1 3 2 2 WHY DO YOU SHOP AT KDS? 6 1 3 2 CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE? 1 3 2 2 ARE THERE ANY OTHER REASONS YOU SHOP HERE? 3 5 6 3 HOW LONG DO YOU NORMALLY SPEND IN THE STORE? 2 3 3 2 WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS? 4 3 2 7 ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS? 2 1 1 2 ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY? 1 1 2 2 Data: The data in the systematic format is given below: Interview No. Variable 1 2 3 4 5 6 7 8 9 10 1 2 2 2 3 3 2 3 7 1 1 2 2 2 1 2 2 5 3 1 2 2 3 2 2 2 1 3 6 1 1 2 1 4 2 2 2 5 2 3 2 2 1 2 5 2 2 1 5 1 4 1 6 2 2 6 2 2 1 6 1 3 2 4 2 1 7 2 2 3 1 3 5 3 3 1 1 8 2 2 2 3 2 6 3 2 1 2 9 2 2 2 2 2 3 2 7 2 2 The list of variables is given below: Variable list: No. Variable 1 Age 2 Sex 3 HOW OFTEN DO YOU SHOP AT KDS? 4 WHY DO YOU SHOP AT KDS? 5 CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE? 6 ARE THERE ANY OTHER REASONS YOU SHOP HERE? 7 HOW LONG DO YOU NORMALLY SPEND IN THE STORE? 8 WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS? 9 ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS? 10 ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY? Coding and labelling: Variable Description Code Sex Male 1 Female 2 Age 25-39 1 40-54 2 55+ 3 Visiting Frequency weekly 1 monthly 2 twice a year 3 reason for shop at KDS Prompts: Buying and Browsing 1 Convenience: Parking 2 Product range quality price 3 Transport links 4 Staff: knowledgeable, polite, helpful 5 other: Queues, cafe, lifts, toilets, facilities 6 time spend at KDS less than 1 hour 1 1-2 hour 2 more than 2 hour 3 Type of buy Cloths 1 Stationary 2 Jewellery 3 Electronics 4 Footwear 5 Food 6 Other 7 Source of Information Internet 1 Newspaper 2 Advertisement 3 Other 4 Availability of range of products yes 1 No 2 New Arrivals Yes 1 No 2 QUALITY bad 1 Good 2 better 3 Qualitative data analysis: The qualitative data analysis for the given data is given below: Frequencies Statistics Age N Valid 9 Missing 0 Age Frequency Percent Valid Percent Cumulative Percent Valid 40-54 9 100.0 100.0 100.0 Statistics Sex N Valid 9 Missing 0 Sex Frequency Percent Valid Percent Cumulative Percent Valid Female 9 100.0 100.0 100.0 Statistics Shopping_frequency N Valid 9 Missing 0 Statistics Reason_for_shopping N Valid 9 Missing 0 Reason_for_shopping Frequency Percent Valid Percent Cumulative Percent Valid Prompts: Buying and Browsing 2 22.2 22.2 22.2 Convenience: Parking 2 22.2 22.2 44.4 Product range quality price 2 22.2 22.2 66.7 Staff: kowledgeable, polite, helpful 2 22.2 22.2 88.9 other: Queues, cafe, lifts, toilets, facilities 1 11.1 11.1 100.0 Total 9 100.0 100.0 Statistics Quality N Valid 9 Missing 0 Quality Frequency Percent Valid Percent Cumulative Percent Valid Bad 2 22.2 22.2 22.2 Good 4 44.4 44.4 66.7 Better 3 33.3 33.3 100.0 Total 9 100.0 100.0 Statistics Other_reason N Valid 9 Missing 0 Other_reason Frequency Percent Valid Percent Cumulative Percent Valid Cafe 1 11.1 11.1 11.1 Lift 3 33.3 33.3 44.4 Toilet 1 11.1 11.1 55.6 Facilities 2 22.2 22.2 77.8 Other 2 22.2 22.2 100.0 Total 9 100.0 100.0 Statistics Time_spend N Valid 9 Missing 0 Time_spend Frequency Percent Valid Percent Cumulative Percent Valid less than 1 hour 2 22.2 22.2 22.2 1-2 hour 3 33.3 33.3 55.6 more than 2 hour 4 44.4 44.4 100.0 Total 9 100.0 100.0 Statistics Type_of_buying N Valid 9 Missing 0 Type_of_buying Frequency Percent Valid Percent Cumulative Percent Valid Cloths 2 22.2 22.2 22.2 Stationary 2 22.2 22.2 44.4 Jewellery 1 11.1 11.1 55.6 Electronics 1 11.1 11.1 66.7 Food 1 11.1 11.1 77.8 Other 2 22.2 22.2 100.0 Total 9 100.0 100.0 Statistics Availibility_of_products N Valid 9 Missing 0 Availibility_of_products Frequency Percent Valid Percent Cumulative Percent Valid Yes 4 44.4 44.4 44.4 No 5 55.6 55.6 100.0 Total 9 100.0 100.0 Statistics New_arrivals N Valid 9 Missing 0 New_arrivals Frequency Percent Valid Percent Cumulative Percent Valid yes 4 44.4 44.4 44.4 No 5 55.6 55.6 100.0 Total 9 100.0 100.0 Now let us see some cross tabulations for the given qualitative data. Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * Reason_for_shopping 9 100.0% 0 0.0% 9 100.0% Shopping_frequency * Reason_for_shopping Crosstabulation Count Reason_for_shopping Total Prompts: Buying and Browsing Convenience: Parking Product range quality price Staff: kowledgeable, polite, helpful other: Queues, cafe, lifts, toilets, facilities Shopping_frequency weekly 0 1 0 1 1 3 monthly 1 1 2 1 0 5 Twice a year 1 0 0 0 0 1 Total 2 2 2 2 1 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * Quality 9 100.0% 0 0.0% 9 100.0% Shopping_frequency * Quality Crosstabulation Count Quality Total Bad Good Better Shopping_frequency weekly 2 1 0 3 monthly 0 3 2 5 Twice a year 0 0 1 1 Total 2 4 3 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * Other_reason 9 100.0% 0 0.0% 9 100.0% Shopping_frequency * Other_reason Crosstabulation Count Other_reason Total Cafe Lift Toilet Facilities Other Shopping_frequency weekly 0 1 1 1 0 3 monthly 1 2 0 0 2 5 Twice a year 0 0 0 1 0 1 Total 1 3 1 2 2 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * Time_spend 9 100.0% 0 0.0% 9 100.0% Shopping_frequency * Time_spend Crosstabulation Count Time_spend Total less than 1 hour 1-2 hour more than 2 hour Shopping_frequency weekly 1 1 1 3 monthly 1 2 2 5 Twice a year 0 0 1 1 Total 2 3 4 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * Type_of_buying 9 100.0% 0 0.0% 9 100.0% Type_of_buying Total Cloths Stationary Jewellery Electronics Food Other Shopping_frequency weekly 1 0 0 1 1 0 3 monthly 1 2 0 0 0 2 5 Twice a year 0 0 1 0 0 0 1 Total 2 2 1 1 1 2 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * Availibility_of_products 9 100.0% 0 0.0% 9 100.0% Shopping_frequency * Availibility_of_products Crosstabulation Count Availibility_of_products Total Yes No Shopping_frequency weekly 0 3 3 monthly 3 2 5 Twice a year 1 0 1 Total 4 5 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Shopping_frequency * New_arrivals 9 100.0% 0 0.0% 9 100.0% Shopping_frequency * New_arrivals Crosstabulation Count New_arrivals Total yes No Shopping_frequency weekly 1 2 3 monthly 2 3 5 Twice a year 1 0 1 Total 4 5 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Reason_for_shopping * Quality 9 100.0% 0 0.0% 9 100.0% Reason_for_shopping * Quality Crosstabulation Count Quality Total Bad Good Better Reason_for_shopping Prompts: Buying and Browsing 0 0 2 2 Convenience: Parking 0 2 0 2 Product range quality price 0 1 1 2 Staff: kowledgeable, polite, helpful 1 1 0 2 other: Queues, cafe, lifts, toilets, facilities 1 0 0 1 Total 2 4 3 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Reason_for_shopping * Other_reason 9 100.0% 0 0.0% 9 100.0% Other_reason Total Cafe Lift Toilet Facilities Other Reason_for_shopping Prompts: Buying and Browsing 0 0 0 1 1 2 Convenience: Parking 0 1 0 1 0 2 Product range quality price 1 0 0 0 1 2 Staff: kowledgeable, polite, helpful 0 1 1 0 0 2 other: Queues, cafe, lifts, toilets, facilities 0 1 0 0 0 1 Total 1 3 1 2 2 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Reason_for_shopping * Time_spend 9 100.0% 0 0.0% 9 100.0% Reason_for_shopping * Time_spend Crosstabulation Count Time_spend Total less than 1 hour 1-2 hour more than 2 hour Reason_for_shopping Prompts: Buying and Browsing 1 0 1 2 Convenience: Parking 0 1 1 2 Product range quality price 0 0 2 2 Staff: kowledgeable, polite, helpful 1 1 0 2 other: Queues, cafe, lifts, toilets, facilities 0 1 0 1 Total 2 3 4 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Reason_for_shopping * Type_of_buying 9 100.0% 0 0.0% 9 100.0% Type_of_buying Total Cloths Stationary Jewellery Electronics Food Other Reason_for_shopping Prompts: Buying and Browsing 1 0 1 0 0 0 2 Convenience: Parking 1 0 0 0 0 1 2 Product range quality price 0 1 0 0 0 1 2 Staff: kowledgeable, polite, helpful 0 1 0 0 1 0 2 other: Queues, cafe, lifts, toilets, facilities 0 0 0 1 0 0 1 Total 2 2 1 1 1 2 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Reason_for_shopping * Availibility_of_products 9 100.0% 0 0.0% 9 100.0% Reason_for_shopping * Availibility_of_products Crosstabulation Count Availibility_of_products Total Yes No Reason_for_shopping Prompts: Buying and Browsing 1 1 2 Convenience: Parking 0 2 2 Product range quality price 2 0 2 Staff: kowledgeable, polite, helpful 1 1 2 other: Queues, cafe, lifts, toilets, facilities 0 1 1 Total 4 5 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Reason_for_shopping * New_arrivals 9 100.0% 0 0.0% 9 100.0% Reason_for_shopping * New_arrivals Crosstabulation Count New_arrivals Total yes No Reason_for_shopping Prompts: Buying and Browsing 2 0 2 Convenience: Parking 0 2 2 Product range quality price 1 1 2 Staff: kowledgeable, polite, helpful 0 2 2 other: Queues, cafe, lifts, toilets, facilities 1 0 1 Total 4 5 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Quality * Other_reason 9 100.0% 0 0.0% 9 100.0% Quality * Other_reason Crosstabulation Count Other_reason Total Cafe Lift Toilet Facilities Other Quality Bad 0 1 1 0 0 2 Good 0 2 0 1 1 4 Better 1 0 0 1 1 3 Total 1 3 1 2 2 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Quality * Time_spend 9 100.0% 0 0.0% 9 100.0% Quality * Time_spend Crosstabulation Count Time_spend Total less than 1 hour 1-2 hour more than 2 hour Quality Bad 1 1 0 2 Good 0 2 2 4 Better 1 0 2 3 Total 2 3 4 9 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Quality * Type_of_buying 9 100.0% 0 0.0% 9 100.0% Quality * Type_of_buying Crosstabulation Count Type_of_buying Total Cloths Stationary Jewellery Electronics Food Other Quality Bad 0 0 0 1 1 0 2 Good 1 2 0 0 0 1 4 Better 1 0 1 0 0 1 3 Total 2 2 1 1 1 2 9 Quality * Availibility_of_products Crosstabulation Count Availibility_of_products Total Yes No Quality Bad 0 2 2 Good 2 2 4 Better 2 1 3 Total 4 5 9 Quality * New_arrivals Crosstabulation Count New_arrivals Total yes No Quality Bad 1 1 2 Good 0 4 4 Better 3 0 3 Total 4 5 9 Other_reason * Time_spend Crosstabulation Count Time_spend Total less than 1 hour 1-2 hour more than 2 hour Other_reason Cafe 0 0 1 1 Lift 0 3 0 3 Toilet 1 0 0 1 Facilities 0 0 2 2 Other 1 0 1 2 Total 2 3 4 9 Other_reason * Type_of_buying Crosstabulation Count Type_of_buying Total Cloths Stationary Jewellery Electronics Food Other Other_reason Cafe 0 0 0 0 0 1 1 Lift 0 1 0 1 0 1 3 Toilet 0 0 0 0 1 0 1 Facilities 1 0 1 0 0 0 2 Other 1 1 0 0 0 0 2 Total 2 2 1 1 1 2 9 Other_reason * Availibility_of_products Crosstabulation Count Availibility_of_products Total Yes No Other_reason Cafe 1 0 1 Lift 1 2 3 Toilet 0 1 1 Facilities 1 1 2 Other 1 1 2 Total 4 5 9 Other_reason * New_arrivals Crosstabulation Count New_arrivals Total yes No Other_reason Cafe 1 0 1 Lift 1 2 3 Toilet 0 1 1 Facilities 1 1 2 Other 1 1 2 Total 4 5 9 Time_spend * Type_of_buying Crosstabulation Count Type_of_buying Total Cloths Stationary Jewellery Electronics Food Other Time_spend less than 1 hour 1 0 0 0 1 0 2 1-2 hour 0 1 0 1 0 1 3 more than 2 hour 1 1 1 0 0 1 4 Total 2 2 1 1 1 2 9 Time_spend * Availibility_of_products Crosstabulation Count Availibility_of_products Total Yes No Time_spend less than 1 hour 0 2 2 1-2 hour 1 2 3 more than 2 hour 3 1 4 Total 4 5 9 Time_spend * New_arrivals Crosstabulation Count New_arrivals Total yes No Time_spend less than 1 hour 1 1 2 1-2 hour 1 2 3 more than 2 hour 2 2 4 Total 4 5 9 Type_of_buying * New_arrivals Crosstabulation Count New_arrivals Total yes No 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