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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/125962

    Title: 修正式紮根理論在商業的質性分析方法的應用
    Application of Modified Grounded Theory in Business Qualitative Analysis
    Authors: 沈廷翼
    Shen, Ting-Yi
    Contributors: 別蓮蒂
    Keywords: 內容分析法
    Content analysis
    Grounded theory
    Card sorting
    Research method
    Business Qualitative Analysis
    Consumer behavior research
    Date: 2019
    Issue Date: 2019-09-05 17:37:44 (UTC+8)
    Abstract: 在商業環境變化快速的現代,商業的質性分析方法亦需要更具有效率的分析方法,以貼近消費者的需求。本研究的目的有三:其一為探討紮根理論應用特性;其二為透過卡片分類法增加紮根理論在事例分類的效率;其三透過演繹法及聯想法相關類別,以達到詳盡的分析結果。
    In a modern and fast-changing business environment, business analytics also requires more efficient analytical methods for commercial use to understand the needs of consumers.
    The three purposes for this study including exploring the application characteristics of grounded theory, increasing the efficiency of grounded theory classification in cases through card sorting method, and diversifying categories and meeting exhaustive categories results by the deductive method and inductive method.
    The study explored the content analysis method, the case study method, and the grounded theory. The steps applied to the modified grounded theory method incorporates the card sorting method to form a modified grounded theory. This method focuses on constructing a modified method of quickly qualitative data analysis method which can extract the analysis results by a standardized analysis process.
    The study collected secondary data from 35 interviewees from October 2017 - February 2018. Then, it selected 8 out of 35 cases for analysis based on sampling criteria to contrast the result of the traditional grounded theory to the modified grounded theory.
    The card sorting method is incorporated into the modified grounded theory classifying the content of the code by the word card of the sentence achieving the effect of the axial coding of the traditional grounded theory.
    Marking the analysis memo on the sticky notes, which re-examine the cards classified into the right classification improves the efficiency of the main axis' searching process. Moreover, it completes the final analysis conclusion in the limited funding and analysis time. It is also easier for researchers to launch with the simplification of the process.
    Upon the whole, the modified grounded theory feats the use of fast-paced commercial changes. After all, it allows researchers to reach conclusions based on few categories impairment on analysis results, while significantly reducing the cognitive load of the researchers.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1063631023
    Data Type: thesis
    DOI: 10.6814/NCCU201900851
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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