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Let the Data Speak: Using Rigour to Extract Vitality from Qualitative Data
Electronic Journal of Business Research Methods
Qualitative data can be gathered from an array of rich sources of research information. One of the popular ways to collect this data is by interviewing a range of experts on the topic, followed by transcription, resulting in a database of written documents, often supplemented by other documented data that informs the topic. Thematic or Content Analysis can then be used to explore the data and identify themes of meaning that enlighten the research topic, with the themes being gathered intodoi:10.34190/jbrm.18.1.001 fatcat:mgney7j3nvbc3d72sryij2ny4a