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The Use Of Computer Supported Analysis For Interview Data: A Cross-Cultural Example From The Electronic Gaming Industry, June Buchanan, Michael L. Jones

Faculty of Commerce - Papers (Archive)

Computer assisted analysis has long been a major factor of quantitative analysis. This paper illustrates the use of computer assisted analysis for qualitative research, looking specifically at research in the Electronic Gaming Industry, across two country sectors – New South Wales, Australia and Nevada, USA, where empirical data are collected and analysed. The paper highlights the important place that computer assisted analysis holds in social and societal marketing. A detailed discussion explains how analysis was undertaken in the Electronic Gaming Industry, and how concepts and theory emerged. This paper discusses the qualitative approach used in this research. In particular, it …