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information about the nature of the FFE project evaluation, criteria that have been used in screening projects, and the process or behavior applied in making decision. New codes were added when there was indication that the codes had not capture some features. Each coding node represents a meaningful statement abstracted from the transcript. Coding was a lengthy process, each interview requires 7 to 10 hours of coding. Generating these codes was one of the most challenging tasks in the analysis, since they could not simply be determined; code generation required understanding of human behavior as well as nature of the fuzzy front end. As new aspects became apparent, resulting in a codebook with 52 concepts. QSR NVivo 9 was used to conduct coding, managing and analyzing the large volume of data generated for this study. After the first coding round, the researcher identified reoccurring topics across all cases, which lead to further refinement of the codebook. The final codebook contained 42 codes. Excerpts from the codebook are provided in Table ‎5.3 (also see Appendix E). All transcripts were re-coded to this final codebook by the researcher. To demonstrate effectiveness in classifying criteria or indicators used in the evaluation process, criteria have been defined using definition used in the literature to look up these criteria; in addition, one professor and two PhD candidates confirmed their agreement with the definitions.

An Investigation of Fast and Frugal Heuristics for New Product Project Selection