Further reading

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Bryman, A and Burgess, R G (1994) Reflections on qualitative data analysis, in Bryman, A and Burgess, R G (eds), Analysing Qualitative Data, London: Routledge, 216-26.

Coffey, A, Holbrook, B and Atkinson, P (1996) Qualitative data analysis: technologies and representations, Sociological Research Online, 2, http://www.socresonline.org.uk/socresonline/1/1/4.html

Dembhowski, S and Hanmer-Lloyd, S (1995) Computer applications - a new road to qualitative analysis? European Journal of Marketing, 29(11), 50-62.

Denzin, N and Lincoln, Y (1993) Handbook of Qualitative Research, Newbury Park; CA: Sage.

Fielding, R and Lee, R (eds) (1991) Using Computers in Qualitative Analysis, Berkeley; CA: Sage.

Griggs, S (1987) Analysing qualitative data, Journal of the Market Research Society, 32, 507-20.

Miles, M B and Huberman, A M (1994) Qualitative Data Analysis, London: Sage.

Richards, T and Richards, L (1991) The NUD*IST qualitative data analysis system, Qualitative Sociology, 14.

Silverman, D (1993) Interpreting Qualitative Data, London: Sage.

Spiggle, S (1994) Analysis and interpretation of qualitative data in consumer research, Journal of Consumer Research, 21(3), 491-503.

Stern, B B (ed.) (1998) Representing Consumers: Voices, views, visions, London: Routledge.

Strauss, AS (1993) Qualitative Analysis for Social Scientists, Cambridge: Cambridge University Press, 2.

Weitzman, E and Miles, M (1995) Computer Programs for Qualitative Data Analysis, Thousand Oaks, CA: Sage.

Whipple, Thomas W (1994) Mapping focus group data, Marketing Research, 6(1), 16-21.

Evaluation, reports and pres


After reading this chapter, you should be able to:

• understand the importance of the presentation to the success of a research study

• appreciate the preparation of different aspects of the presentation

• understand how to use some of the visual and electronic aids that are available to the presenter.

Keywords executive summary findings oral report outline presentation proposal report report body visual aids

Plan of Chapter 12

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