Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...

The Chapter commences by describing the data and how it was analysed. Results for the focus
group projective tests are reported followed by the group discussions. Discussions and
summary conclude the Chapter.
5.2: Data Type and Analysis
Individual written responses to the projective tests and the transcribed focus group discussion
constitute the raw data for this phase. The first analytic stage involved reading, annotating
and identifying initial objects of interest. Initial coding consisted of word identification and
count and then a more focussed clustering and comparison. Themes were then identified,
classified, summarised and interpreted.
In addition to the focus group discussion, individual perceptions were captured via three
projective tasks:
Task One: This task involved presenting participants with bank-notes ($20, and $100
denominations) and a debit card and asking them to complete a word association test.
Task Two: Comprised three scenarios -- two shopping scenarios (using cash and card
payment modes) and one gift situation with respondents asked to describe their
thoughts.
Task Three: This required participants to link the shoe type (Exhibit 4.1) to the bank-
notes and the card used in Task One. They were also requested to identify, from a list
of personality traits, those they associated with the $20 and the $100 bank-notes and the
specifically designed debit card. A copy of the workbook is in Appendix 2. Pg. 9-15.
The focus group transcripts and individual workbook data were entered into Microsoft Word
as a rich text file and then imported into Nvivo version 8.0. The software allows either a
“bottom up” or “top down” approach. The former is selected here as the intent is to go
through the data and, directed by the research, create word nodes and search for relevant
information (Braun & Clarke, 2006). The responses to the three projective tests and the group
discussion transcripts were read in order to become familiar with the participants and their
worldview. Once the transcription were in place the facilitator went through and identified
participants- denote each one for each focus group as P1, P2 and so on (Warren & Karner,
2005). As Nvivo works best when data is prepared and cleaned, the word use and sentence
structure were modified where necessary to create a clearer meaning. In this process, filler
words such as “however,” weak verbs, and other words that do not add meaning to the
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