MAXQDA Professional Trainer:
Nicha Tanskul, Ph.D.

Qualitative Evaluation, Online Research, Interview Analysis, Artifacts Analysis

Market Research

I hold a PhD in Consumer Behavior. I have been using MAXQDA for about a year for the analysis work done at our market research company that is based in Thailand. The functions and features with which I am most familiar are coding, lexical search, compare groups (both qualitative and quantitative), the Code Relation Browser, and the Code Matrix Browser.

• 2 MICE tourist/stakeholder projects – Analysis of 200 in-depth interviews using MAXQDA. MAXQDA has allowed us to code and analyze a large amount of data gathered from different types of stakeholders. The project was done to Promote Thailand as a destination for Meetings, Incentives, Conventions, and Exhibitions.
• The analysis of 240 interviews was done using MAXQDA to identify customer wants and needs based on transcriptions from in-depth interviews. This was the preliminary analysis prior to a large scale quantitative study that has a 4,000 sample size.