The credibility of the cluster profiles was done with representative quotes from the qualitative data. This helped to support the labeling endeavor and strengthen the insights provided by the quantitative data. Data analysis

The design for this study was founded upon independent coding of the open ended responses using a qualitative analysis software program, and succeeding principal components and cluster analysis. The first step entailed reading the open-ended responses and analyzing the text data of the open-ended responses for particular themes. The procedure consisted of having two of the authors read all the comments and then jointly agreeing on which categories were present in the data. The next step entailed electronically generating coding reports using QSR NVivo, a qualitative analysis software that combined...

The quantitative part of the data analysis entailed reducing the dimensionality of the ten categories. A principal components analysis (PCA) of the ten response categories was then conducted in order to better understand the fundamental structure of the data and create orthogonal linear composites of motivations to serve as metric inputs to the clustering algorithm.
Consent

This report did not mention if any type of consent was obtained from the participants in the study.

References

Rohm, a.J., Milne, G.R., & McDonald, M.A. (2006). A Mixed-Method Approach for Developing Market Segmentation Typologies in the Sports Industry. Sport Marketing

Quarterly, 15(1), 29-39.