Data Analysis and Interpretation

  • Krittinee NuttavuthisitEmail author


Data collection techniques (in Chaps.  5 9) can lead to a compiled set of data ranging from observation field notes to interview records and transcripts, documents, images, and artifacts. These represent an aggregation of consumer perspectives, activities and other relevant phenomena.


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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

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