Given the desire to explore the factors which contribute to
successful product returns by consumers, the use of qualitative
analysis procedure is frequently justified by supporters of
qualitative research methods (Harris, 2010) as a means to
analyze data that is both “rich” in contextual information and
“deep” in understanding for not only clarifying concepts but
also exploring their relationships (Stainback and Stainback,
1988; Strauss and Corbin, 1998).