Qualitative data in the form of words.

Example of qualitative data are interview notes,

transcripts of focus groups, answer to open-ended questions, transcriptions of video
recordings, accounts of experiences with a product on the internet, news articles, and the like.
Qualitative data can come from a wide variety of primary sources and/or secondary sources,
such as individuals, focus group, company records, goverment publication, and the internet.
The analysis of qualitative adata is aimed at making valid inferences fom the often
overwhelming amount of collected data.

Ealier in this book we explained that you can search the internet for books, journal articles,
conference proceedings, company publications, and the like. However, internet is more than a
mere source of documents is also rich source of textual information for qualitative research.
For instance, there are many social ntworks on the internet structured atound products and
services such as computer games, mobile telephones, movies, books and music. Through an
analysis of these social ntworks reseachers may learn a lot about the needs of customers,
about the amount of time consumers spend in group communication, or about the social
network that underlies the virtual community. In this way,social network on the internet may
provide reseachers and marketing and business sttrategists with valuable, strategic
information.

The possibilities for quantitative research on the internet are unlimited, as the following
example illustrates in an effort to find out wahat motivates cinsumers to construct protest
website. Ward and ostrom ( 2006 ) exampled and analized protest website. A content analysis
reveaked that customers construct complaint websites to demonstrate their power, to
influance others. And to gain revenge on the organization that betrayed them. This example
usaeg of the internet, it will undoubtedly become even more important as a source of
qualitative and quantitative information.

Qualitative research may involve repeated sampling, collection of data and analysis of data.
As a result, qualitative data analysis may start after only some of the data have been
collected. The analysis of qualitative data is not easy the problem is that, in comparison with
quantitativedata analysis, there area relatively few well some general approaches for analysis
of qalitative data have been developed. The approach discussed in this chapter is largely
basen on work of miles and Huberman (1994 )

Data reduction may help you sumultaneously to develop ideas on how the data may be
disokayed, as well as to draw some preliminary conclusions. In turn, preliminary conclusions
may feed back into the way the raw data are coded, caategorized and displayed.

DATA REDUCTION

Qualitative data collectioj produces large amount of data. The first step in data analysis is
therefore the reduction of data through coding and categorization. Coding is the analytic
through which the qualitative data that you have gathered are reduced, rearranged and
integrated to from theory
Data kualitatif berupa kata-kata. Contoh data kualitatif adalah catatan wawancara, transkrip
kelompok fokus, jawaban atas pertanyaan terbuka, transkrip rekaman video, laporan
pengalaman dengan produk di internet, artikel berita, dan sejenisnya. Data kualitatif dapat
berasal dari berbagai sumber primer dan / atau sumber sekunder, seperti individu, kelompok
fokus, catatan perusahaan, publikasi pemerintah, dan internet. Analisis adu kualitatif
ditujukan untuk membuat kesimpulan yang valid mengenai jumlah data yang dikumpulkan.

Ealier dalam buku ini kami menjelaskan bahwa Anda dapat mencari di internet untuk buku,
artikel jurnal, proses konferensi, publikasi perusahaan, dan sejenisnya. Namun, internet lebih
dari sekedar sumber dokumen juga kaya sumber informasi tekstual untuk penelitian kualitatif.
Misalnya, ada banyak ntwork sosial di internet yang terstruktur di produk dan layanan seperti
permainan komputer, telepon genggam, film, buku dan musik. Melalui analisis para peneliti
ntwork sosial ini dapat belajar banyak tentang kebutuhan pelanggan, tentang jumlah waktu
yang dihabiskan konsumen dalam komunikasi kelompok, atau tentang jaringan sosial yang
mendasari komunitas virtual. Dengan cara ini, jaringan sosial di internet dapat memberi para
peneliti dan sttrategis pemasaran dan bisnis dengan informasi strategis yang berharga.

Penelitian kualitatif dapat melibatkan pengambilan sampel secara berulang, pengumpulan

data dan analisis data. Akibatnya, analisis data kualitatif bisa dimulai setelah hanya beberapa
data yang telah dikumpulkan. Analisis data kualitatif tidak mudah masalahnya adalah bahwa,
jika dibandingkan dengan analisis kuantitativedata, hanya ada sedikit pendekatan umum
untuk analisis data qalitatif. Pendekatan yang dibahas dalam bab ini sebagian besar
didasarkan pada kerja mil dan Huberman (1994)

Pengurangan data dapat membantu Anda secara bersamaan untuk mengembangkan gagasan
tentang bagaimana data dapat disokay, dan juga untuk menarik beberapa kesimpulan awal.
Pada gilirannya, kesimpulan awal mungkin memberi umpan balik ke dalam cara data mentah
diberi kode, dipilah dan ditunjukkan.

PENGURANGAN DATA

Data kualitatif mengumpulkan sejumlah data. Langkah pertama dalam analisis data adalah
reduksi data melalui pengkodean dan kategorisasi. Coding adalah analisis dimana data
kualitatif yang telah Anda kumpulkan dikurangi, disusun ulang dan diintegrasikan dari teori