Qualitative Data Analysis: A Case Study At KDS Shopping Mall

Question:

Describe why Qualitative Data Analysis is Important?

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:

Variable	Description Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	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

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:

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?

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

The qualitative data analysis for the given data is given below:

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

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