Review the Case Study related to evaluating the prevalence of anger in service consumption settings. This case study will take you through the initial steps used by the researcher in collecting and analyzing qualitative data. THE PREVALENCE OF ANGER IN SERVICE CONSUMPTION SETTINGS Jack O'Brien is a PhD student at the University of Edinburgh. Jack is working on a PhD thesis on the role of negative emotions, and more specifically the emotion anger, in service consumption settings. Jack's dissertation aims to supply service providers with knowledge to prevent anger and to adequately deal with customers experiencing anger, both on a strategic and operational level. On a strategic level, his dissertation will support service firms with respect to decision-making and services marketing management. On an operational level, it will first and foremost offer service providers information for avoiding customer anger and dealing with angry customers. To emphasize the practical relevance of his work, Jack and his supervisor have agreed to undertake an exploratory, qualitative study into the prevalence of customer anger. Jack has carried out this study last month. Recently, he has been writing up a first draft of this research project: Customers may experience a wide range of emotions in response to a service encounter. Previous research has mentioned joy, satisfaction, dissatisfaction, disappointment, anger, contempt, fear, shame, and regret, to name only a few (Nyer, 1999; Westbrook, 1987; Zeelenberg and Pieters, 1999; 2004). One of these emotions, anger, has profound effects on customers' behavioral responses to failed service encounters, such as switching and negative word-of-mouth communication (Bougie,Zeelenberg, and Pieters, 2003; Gregoire and Fisher, 2008 ; Gregoire, Laufer, and Tripp, 2010, Nyer, 1999; Taylor, 1994). In turn, switching and negative word-of-mouth communication (directly or indirectly) affect the profitability of service firms. Hence, the basic emotion research finding that anger is also a common emotion - experienced by most of us anywhere from several times a day to several times a week (Averill, 1982) - suggests that anger may have a strong impact on the profitability and performance of service firms. However, the afore-mentioned findings on the prevalence of anger do not necessarily apply to service consumption settings. For instance, Averill shows that the most common target of anger is a loved one or a friend: "anger at others, such as strangers and those whom we dislike is not usual" (1982, p. 169). Question: Review the Case Study related to evaluating the prevalence of anger in service consumption settin... Review the Case Study related to evaluating the prevalence of anger in service consumption settings. This case study will take you through the initial steps used by the researcher in collecting and analyzing qualitative data. THE PREVALENCE OF ANGER IN SERVICE CONSUMPTION SETTINGS discussion Module ? 7: CASE STUDY QUESTIONS Why are the data that Jack has gathered qualitative in nature?