Data Analysis Process

1. Coding Process:

 The interview transcripts and observation data were carefully reviewed and

read multiple times to familiarize with the content.

 An initial set of codes or categories was developed based on the research

objectives and relevant literature. These codes could include themes related to

brand image, customer loyalty, and purchase intention, as well as specific CSR

practices.

 Each interview transcript was systematically coded by assigning relevant

codes to segments of data that corresponded to the identified themes and

categories.

 Coding was performed using a qualitative data analysis software (e.g., NVivo)

to facilitate organization and retrieval of coded data.

2. Category Examination and Refinement:

 The initial set of codes was reviewed and refined to ensure they accurately

represented the data and captured the nuances of the participants' responses.

 Similar codes were grouped together or merged, and new codes were added as

necessary to accommodate emerging themes or patterns in the data.

 The coding framework was continually revised and improved as more

interviews were coded and analyzed, allowing for a more comprehensive and

refined categorization of the data.

3. Data Analysis Techniques:

 After coding the data, the coded segments were analyzed to identify patterns

and themes.
  Codes were sorted and aggregated to identify recurring concepts or ideas

across the interviews and observations.

 Themes and patterns were identified by examining the relationships and

connections between the codes and their frequencies within the data.

 The data were explored for commonalities, differences, and notable variations,

which provided insights into the impacts of CSR on brand image, customer

loyalty, and purchase intention.

4. Data Interpretation:

 The identified patterns and themes were interpreted in relation to the research

objectives and research questions.

 The analysis focused on understanding how CSR practices influenced brand

image, customer loyalty, and purchase intention in the food industry.

 The interpretations were supported by referencing relevant quotes or examples

from the interview transcripts to demonstrate the presence and significance of

the identified themes.

5. Reliability and Validity:

 To ensure reliability, a subset of the data was independently coded by another

researcher. Inter-rater reliability was assessed using Cohen's kappa coefficient,

and any discrepancies or disagreements were resolved through discussion.

 The validity of the analysis was supported by triangulation with other data

sources, such as observation data and survey responses, to corroborate the

identified themes and patterns.