CAQDAS: a supplementary tool for qualitative market research

The aims of the paper are twofold: to assess the usage of Computer Assisted Qualitative Data Analysis (CAQDAS) in the UK market research industry; and to evaluate the use of CAQDAS as a supplement to paper‐coding in market research.

CAQDAS usage was assessed by a questionnaire, sent to a sample of 400 UK market researchers. The second part of the research is a case study of a research experiment. The authors conducted focus group research into online grocery shopping, supplementing a paper‐coding‐based analysis with a further analysis based on computer coding.

Usage of CAQDAS in commercial market research is very low at only 9 percent. The research suggests that CAQDAS can be a useful supplement to traditional methods. Using computer software, the paper was able to mine the data for more detail; clearly identify minority views; and produce a useful resource for future research.

The survey response rate was 38 percent, but only 13 respondents used CAQDAS. Generalisation from a single experiment is problematic; the findings are affected by the research topic, research briefs and the two research analysts.

The study has important implications for commercial qualitative market research. Repositioning CAQDAS as supplementary, rather than as an alternative, circumvents arguments about time pressure, and highlights its data management role.

This is the first large‐scale survey of qualitative research analysis in the UK market research industry. The case study describes an approach to CAQDAS that is innovative and relevant to commercial market research.