Qin Sun, Assistant Professor of Marketing at California State University, Northridge, discusses and provides an example of content analysis on qualitative data.
- Product: SAGE Research Methods Video: Market Research
- Type of Content: Tutorial
- Title: An Introduction to Content Analysis on Qualitative Data
- Publisher: SAGE Publications Ltd.
- Publication year: 2020
- Online pub date:
- Discipline: Marketing
- Methods: Content analysis, Coding, Data quality and data management, Marketing research
- Duration: 00:16:10
- Keywords: coding schemes, content analysis, data management, exploratory study, marketing research, primary data, qualitative data analysis, qualitative data collection, qualitative research methods, Secondary data, text analysis, thematic analysis
Academic: Qin SunOnline ISBN:9781529727944Copyright: (c) SAGE Publications Ltd., 2020