Ponnam, Abhilash; Dawra, Jagrook - In: Journal of Product & Brand Management 22 (2013) 1, pp. 30-39
thematic analysis” for data reduction. One such application of VTA is “discerning product benefits” which is discussed in … detail. Other applications of this technique that are mentioned in the paper are in the areas of data reduction when … researcher confronts small sample size, data reduction of categorical variables and scale development. …