I am writing a Bachelor's thesis and I have collected data through qualitative interviews with 12 customers:
Fantastic news! We've Found the answer you've been seeking!
Question:
I am writing a Bachelor's thesis and I have collected data through qualitative interviews with 12 customers: 6 who prefer to buy groceries online and 6 who prefer to buy groceries in the physical store.
I am planning to undertake a thematic analysis of this data, I have already sorted the customers' answers into themes:
Buying experience
Future outlook
Thoughts on improvement
Factors that motivate their preference
What THEORIES are appropriate to use to analyze their answers?
One theory I thought about is to use hedonic value/utilitarian value, is it a good idea?
Any other theories I could use?
Any studies I should include in my literature review?
Related Book For
Essentials Of Marketing
ISBN: 9780273727644
3rd Edition
Authors: Frances Brassington, Dr. Pettitt, Stephen
Posted Date: