Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings

Component Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.032 40.644 40.644 2.032 40.644 40.644
2 1.420 28.397 69.041 1.420 28.397 69.041
3 .805 16.091 85.133 .805 16.091 85.133
4 .539 10.787 95.919
5 .204 4.081 100.000
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1 2 3
x6 .946
x4 .917
x3 -.874
x7 .818
x5 .980
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 4 iterations.

Qualitative research is useful for answering questions such as:

 what customers or prospects think and feel about your product or service;
 how they choose between different products or suppliers;
 how branding, design and packaging influence them;
 what sort of marketing messages have the most impact, and what turns them
off;
 how price affects decision-making;
 whether there is demand for a new product or service.

1. Prepare and organize your data.

Print out your transcripts, gather your notes, documents, or other materials.
Mark the source, any demographics you may have collected, or any other
information that will help you analyze your data.

2. Review and explore the data.

This will require you to read your data, probably several times, to get a sense of
what it contains. You may want to keep notes about your thoughts, ideas, or any
questions you have.

3. Create initial codes.

Use highlighters, notes in the margins, sticky pads, concept maps, or anything
else that helps you to connect with your data. See the attached document that
demonstrates how one might highlight key words and phrases as well as make
notes in the margins to categorize the data:

4. Review those codes and revise or combine into themes.

Identify recurring themes, language, opinions, and beliefs.

5. Present themes in a cohesive manner.

Consider your audience, the purpose of the study, and what content should be
included to best tell the story of your data.