1st ICAI 2020

International Conference on Automotive Industry 2020

Mladá Boleslav, Czech Republic

factor / what does it mean for you? Why this factor? The process of each interview was recorded by notes on the paper. Respondents were approached and selected on the basis of their voluntary feedback. They were addressed through the Faculty of Business and Management of the Brno University of Technology (external study) and the social network. 6 women and 15 men participated in the research, in the range of age from 24 to 66 years. 2 respondents were students of full-time study.

Table 1: Composition of the respondents Criterion

Characteristics

Sex

men

women

Number

6 (28,57%)

15 (71,43%)

Number of students of full-time study

0

2

Age

25 – 63

24 – 66

Source: Authors’ own study. 2.1.1 Interview question formulation

The choice of a research question relevant to the data presented preceded the need to simulate the rough analysis of the interview. Questions with a topic focusing mainly on the family background of respondents, work orientation, personal preference for vehicle purchase, personal experience with the vehicle that respondent own or owned in the past, experience with the seller, bank, insurance company or other services included in the process sale and purchase of vehicles. Subsequently, a process-oriented research question was formulated: “What factors influenced you when choossing and buying your car ?” Other variants were also considered: “Which of the external factors influenced you when choosing and buying a car? What do you think is the most important in the context of purchasing a car?” Due to its widest scope, the first question was finally chosen because it allows to decide on a possible narrowing based on the current analysis results. 2.2 Model and Data Once the research question was established and all interviews were conducted, they were followed by open decoding. At this stage, the codes move on a very specific plane, because the goal was to capture the facts as much as possible. Within selective encoding, the same importance has been taken into account for all phenomena, and the range of concepts has not been constrained. The analysis of the interviews resulted in the creation of 90 factors (codes) , many of which appeared in several respondents. Factors belonging to the same or similar meanings were assigned to a common category, which was created of 9. Finally, one of four value was assigned to each factor, as you can see in the table 1 in the Appendix.

280