Multilingual elite-interviews and software-based analysis

Sinkovics, R. R. and Penz, E. (2011) Multilingual elite-interviews and software-based analysis. International Journal of Market Research, 53(5), pp. 705-724. (doi: 10.2501/IJMR-53-5-705-724)

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Qualitative international research is increasingly popular in marketing, management and business practice. Cultural dimensions, most importantly language, play a central role in this research context. The importance of language in the context of questionnaire design and international data gathering has long been stressed in various sources (Pike 1966; Brislin 1970; Piekkari & Welch 2004). However, the practice of qualitative data collection and analysis has not been addressed sufficiently, although new and innovative software-based tools are available to help these efforts. This paper deals with methodological and practical issues in analysing qualitative interviews with corporate elites. We illustrate conceptual challenges in setting up qualitative projects that build on interviewing corporate elites and address practical implementation issues in terms of multilingual coding, node creation and theory building by means of computer assisted qualitative data analysis software (CAQDAS). To this end a specific empirical example will be used.

Item Type:Articles
Keywords:Qualitative research, interviews, language, equivalence, CAQDAS, NVivo.
Glasgow Author(s) Enlighten ID:Sinkovics, Professor Rudolf
Authors: Sinkovics, R. R., and Penz, E.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Journal of Market Research
Publisher:SAGE Publications
ISSN (Online):2515-2173

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