Answer:
In qualitative research, coding is “how you define what the data you are analysing are about” (Gibbs, 2007). Coding is a process of identifying a passage in the text or other data items (photograph, image), searching and identifying concepts and finding relations between them.
Assigning codes to words and phrases in each response helps capture what the response is about which, in turn, helps you better analyze and summarize the results of the entire survey. Researchers use coding and other qualitative data analysis processes to help them make data-driven decisions based on customer feedback.
