On understanding company perceptions of risk ? a text mining application

Two methodologies – thematic analysis and laddering theory – were used to analyse qualitative data on risk management. The data – in the form of interview transcripts – were obtained from an in-depth survey of how risk was perceived by the industry. Using the NVivo software, four main themes were identified: concepts of risk, risk management, roles in risk management and data encryption. From these, inferential codes on attributes, consequences and values were used in conjunction with means–end theory to help explain the motivations behind the competing core values of participating organisations.