Computer applications – a new road to qualitative data analysis?

There have been several waves of calls for methodological pluralism in the marketing literature. However, there has been little discussion about the implementation of new applications and techniques. Attempts to address this disparity. Focuses on the use of the computer for qualitative data analysis by drawing on discussions from a broad range of other social science disciplines. Examines the merits and disadvantages of these applications and discusses some of the concerns which have been expressed about their use. Through this discussion aims to progress the methodological debate in marketing research.