Assignment task:
The Marketing Vice president is now ready to analyze the qualitative data collected to understand which features consumers prefer for their smartphones The Marketing VP needs to determine the customers preferred features. About one month ago. the company requested 200 randomly selected individuals to participate in an interview of smartphone features. One on one interviews were conducted with 60 of those individuals who agreed to participate. One of those questions discussed asked specifically what features were most important when deciding to purchase a smartphone. The company discussed the features that the participants cited as most important. The marketing VP has decided to use thematic analysis. To analyze the transcript data because she believes that this technique will help her find patterns in data to help her with the research questions. • What features influence a individual to purchase a smartphone? • What is the qualitative data analysis strategy that will produce relevant findings? • How does the strategy enable the manager to draw informed conclusions? • What is the summary of critical points of qualitative data analysis?