September 2011
International Journal of Management Cases;Sep2011, Vol. 13 Issue 3, p137
Academic Journal
This paper looks at the methodological challenges involved in a PhD project which strived to gain deeper understanding of souvenir buying patterns of tourists. This contribution sets out to describe and evaluate the various steps taken in the process of qualitative data analysis. In addition, it traces and documents the transformation from a massive amount of data as a starting point, to a conceptual model as the final target. Furthermore, the so-called 'reduction and abstraction process' is documented by introducing the various interim results of the process, going from a preliminary working model through a rich description with embedded propositions, then providing an interpretive model based on propositions, before constructing tables as a basis for the final product of the research project, the conceptual model of souvenir consumption.


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