Social Media Marketing Strategies Used by Small Retail Businesses

Data Organization Technique 
Notes taken during the interviews and audio recordings assisted me in 
transcribing the interviews accurately. I used Microsoft Excel to help me manage 
multiple data sources properly and efficiently and maintain consistency throughout this 
study (Yin, 2018). Proper data organization, transcription, and coding allowed me to 
recognize recurring themes (Elo et al., 2014). Efficient organization and management of 
files allowed me quick access while conducting data analysis.
To maintain the confidentiality of participants, I created a file and assigned a 
unique number for each participant, such as P1, P2, and P3 until all participants received 
a number. Each participant had an assigned file using a number rather than a name or 
other identifying information. Electronic and hard copy files of all interview transcripts, 
audio or video recordings, and notes are stored in a secured container. I will shred all 
printed material and digitally sanitize electronic files after five years to ensure proper 
disposal and protect the participants’ identities. 

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47 
Data Analysis 
Analyzing research data consisted of classifying, interconnecting, and describing 
the phenomena (Graue, 2015). Noble and Smith (2014) suggested that data analysis 
consisted of coding the data, transcribing data to find overarching themes, and identifying 
recurring themes. One of my goals while transcribing each interview was to find 
common words and phrases. I coded data to define, sort, and identify themes for data 
analysis (DeMassis & Kotlar, 2014). NVivo is a software program used by researchers to 
examine, manage and interpret data (Franzosi, Doyle, McClelland, Putnam-Rankin, & 
Vicari, 2013), and can assist with coding.
Another technique used to improve data analysis and data saturation was 
methodological triangulation (Fusch & Ness, 2015). Methodological triangulation was 
the method of collecting data by using two or more methods and was the most common 
type of triangulation (Graue, 2015). Methodological triangulation enhanced the 
credibility and accurateness of the interpretation during the data analysis phase (Van 
Dijk, Vervoort, Van Wijk, Kalkman, & Schuurmans, 2016). The data analysis also 
included a review of existing literature to explore any similarities or differences.