Initially, I had a conception that qualitative analysis of data would only allow me to gain obtain data pertaining to the scenario of the situation and would also offer insightful data. However, in reality apart from portraying descriptive data, qualitative analysis has allowed me to identify other aspects of the question. The same has been illustrated with the help of examples in the previous section. Moreover, I had predicted that the data which will be obtained by me at the end of the research will be inclined towards deceptive statistics but at the end I understood that it was only a myth as the analysis provided me with data that could be easily analysed through statistical packages and even correlations between the variables is obtainable. However, in order to achieve the same pre-coding needs to be carried out which I did at the beginning of the project. Hence, I would like to shed light on the fact that the idea which I had for qualitative analysis and the themes and nature of data that I was expecting out of this analysis is different from the results I obtained. Rather I should mention that I have obtained data which was beyond my expectations. For example, the data that allowed me to identify correlation between two variables was a bit of surprise to me (Riley, et al., 2000).
Hence, on the basis of the data collected from the market, I would like to emphasize on the fact that my conception about qualitative data has undergone a rapid shift.