Abstract
There is a growing interest towards using diaries as a tool of data collection for gathering information pertaining to consumer research. However, the bigger challenge is the qualitative analysis of the data collected through this technique. Hence, the objective of the chapter is to illustrate how diary method of data collection can be a better option than other data collection tools in cases where the informants are likely to experience difficulties in recalling past consumption experience. To delineate the steps and different types of codes used in inductive content analysis to analyze the qualitative data collected through the personal diary method, the chapter will also present an exploratory study with airline consumers using self-completion diaries about their online ticket purchasing experience followed by qualitative analyses of this information collected through diary using inductive content analysis. Each step of the content analysis will be illustrated in the full chapter.
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