In NVivo, a case represents a unit of analysis—usually a person, group, organization, place, or any entity you want to study in relation to your data. Case classifications are like profiles or attribute tables attached to those cases; they store descriptive information (metadata) such as demographics or organizational characteristics. In other words, Cases capture who/what is in your study, while case classifications describe their attributes. Together, they let you connect what people said with who they are, making comparisons and patterns visible in NVivo.
In this exercise, our unit of analysis are person - the reviewers. As you will see, we know their gender, and if they received a response from the store. To link this demographic information to our reviewers so that we can later do comparative analysis we need to:
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