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Context
Introduction: The Status of Analysis and Interpretation in Qualitative Market Research
Qualitative Research as a Commercial Activity
Frameworks for Thinking: Eclecticism, Pragmatism and Theory
Processes in Analysis and Interpretation
The Experience of Analysis and Interpretation in Commercial Qualitative Research
Processes of ‘Analysis’
Processes of ‘Interpretation’ I: The Micro Level
Processes of ‘Interpretation’ II: The Macro Level
Computer Assisted Qualitative Data Analysis – CAQDAS
Issues of Quality
Quality, Validity and Value in Qualitative Market Research
What Is ‘Best Practice’ in Analysis and Interpretation? 157