"Angelo is researching consumer brand perceptions in the cosmetics industry using secondary data. Through the UK National Data Archive at Essex, he has access to the transcripts of a series of focus groups that he plans to reanalyse." Which of the following methods would NOT be appropriate for him to use?
A) Grounded theory
B) Template analysis
C) Pattern matching
D) Discourse analysis

Question

Quizplus · Accepted Answer

Grounded theory is a method of qualitative research that involves generating theory from data, rather than testing existing theories. It is not appropriate for reanalysing existing data, as it requires the researcher to collect their own data.

"Angelo Is Researching Consumer Brand Perceptions in the Cosmetics Industry