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Qualitative Data Analysis: Evaluating Quantitative And Qualitative Research Add in library

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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

Type_of_buying

Cloths

1

1

2

Stationary

0

2

2

Jewellery

1

0

1

Electronics

1

0

1

Food

0

1

1

Other

1

1

2

Total

4

5

9

 

 

References

  • Backett, K. C., & Davison, C. (1995). Lifecourse and lifestyle: The social and cultural location of health behaviours. Social Science & Medicine, 40(5), 629-638.
  • Bryman, A. & Burgess, R.G. (eds). (1994). Analyzing qualitative data. London: Routledge.
  • Campbell, R., Pound, P., Pope, C., Britten, N., Pill, R., Morgan, M., et al. (2003). Evaluating meta-ethnography: a synthesis of qualitative research on lay experiences of diabetes and diabetes care. Social Science & Medicine, 56, 671-684.
  • Creswell, J. W. (2002). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Pearson Education.
  • Dey, I. (1993). Qualitative Data Analysis: A User-Friendly Guide for Social Scientists. London: Routledge.
  • Elliott, S. J., & Gillie, J. (1998). Moving experiences: a qualitative analysis of health and migration. Health & Place, 4(4), 327-339.
  • Ezzy, D. (2002). Qualitative analysis: Practice and innovation. Crows Nest, NSW: Allen & Unwin.
  • Erlandson, D. A., Harris, E. L., Skipper, B. L., & Allen, S. D. (1993). Doing naturalistic enquiry: A guide to methods. Newbury Park, CA: Sage.
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