Waffle World is a chain of 175 restaurants that serve nothing but different forms of waffles. Or, at least, every item they serve includes waffles. It has recently completed a taste test of a new Belgium waffle breakfast sandwich. In the test, people are asked to indicate which of the following best described the overall taste of a new waffle breakfast sandwich. Immediately following that question, a follow-up question asked respondents to indicate why they gave the particular response. This was a completely open-ended question; their responses can be found in a file named waffletastetest.xlsx on the website for this test.

Questions

1. Code the results using the traditional approach to coding discussed in the text. What conclusions can you draw based on these results?

2. Go to the Semantria.net site and sign up for a free account.
Run the results through the Semantria program and see what you get. What conclusions would you draw from these results?

3. Go to the textisbeautiful.net site and run the responses through their programming to get a word cloud based on the responses. What conclusions would you draw based on this word cloud?

4. Which approach do you find to be the most insightful and useful for managers? Why do you say that?