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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:
twice a year
reason for shop at KDS
Prompts: Buying and Browsing
Product range quality price
Staff: knowledgeable, polite, helpful
other: Queues, cafe, lifts, toilets, facilities
time spend at KDS
less than 1 hour
more than 2 hour
Type of buy
Source of Information
Availability of range of products
The following information is collected through the interviews taken at KDS departmental store.
INTERVIEW 1 – JOAN
INTERVIEW 2 – FARIDEH
INTERVIEW 3 – DOREEN
INTERVIEW 4 – GRACE
INTERVIEW 5 – PAM
HOW OFTEN DO YOU SHOP AT KDS?
WHY DO YOU SHOP AT KDS?
CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE?
ARE THERE ANY OTHER REASONS YOU SHOP HERE?
HOW LONG DO YOU NORMALLY SPEND IN THE STORE?
WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS?
ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS?
ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY?
The coding for the interview questions given as below:
INTERVIEW 6 – ELENA
INTERVIEW 7 – ANNE
INTERVIEW 8 – LILY
INTERVIEW 9 – LAURA
The data in the systematic format is given below:
The list of variables is given below:
The qualitative data analysis for the given data is given below:
Staff: kowledgeable, polite, helpful
Now let us see some cross tabulations for the given qualitative data.
Case Processing Summary
Shopping_frequency * Reason_for_shopping
Shopping_frequency * Reason_for_shopping Crosstabulation
Twice a year
Shopping_frequency * Quality
Shopping_frequency * Quality Crosstabulation
Shopping_frequency * Other_reason
Shopping_frequency * Other_reason Crosstabulation
Shopping_frequency * Time_spend
Shopping_frequency * Time_spend Crosstabulation
Shopping_frequency * Type_of_buying
Shopping_frequency * Availibility_of_products
Shopping_frequency * Availibility_of_products Crosstabulation
Shopping_frequency * New_arrivals
Shopping_frequency * New_arrivals Crosstabulation
Reason_for_shopping * Quality
Reason_for_shopping * Quality Crosstabulation
Reason_for_shopping * Other_reason
Reason_for_shopping * Time_spend
Reason_for_shopping * Time_spend Crosstabulation
Reason_for_shopping * Type_of_buying
Reason_for_shopping * Availibility_of_products
Reason_for_shopping * Availibility_of_products Crosstabulation
Reason_for_shopping * New_arrivals
Reason_for_shopping * New_arrivals Crosstabulation
Quality * Other_reason
Quality * Other_reason Crosstabulation
Quality * Time_spend
Quality * Time_spend Crosstabulation
Quality * Type_of_buying
Quality * Type_of_buying Crosstabulation
Quality * Availibility_of_products Crosstabulation
Quality * New_arrivals Crosstabulation
Other_reason * Time_spend Crosstabulation
Other_reason * Type_of_buying Crosstabulation
Other_reason * Availibility_of_products Crosstabulation
Other_reason * New_arrivals Crosstabulation
Time_spend * Type_of_buying Crosstabulation
Time_spend * Availibility_of_products Crosstabulation
Time_spend * New_arrivals Crosstabulation
Type_of_buying * New_arrivals Crosstabulation
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