AMB305 - Qualitative Analysis and Coding Assignment

Assignment Task

This assignment is designed to help you understand how qualitative consumer data can be analysed and interpreted to inform marketing decisions. Taking a constructivist grounded theory approach, your task is to inductively and/or deductively code a qualitative dataset using appropriate software and then report the findings of your analysis. The report will require you to (a) conduct open, axial, and selective coding on a dataset using NVivo to identify themes and patterns, (b) meaningfully interpret and clearly report the data, and (c) identify critical marketing insights from the data. You should use your knowledge of marketing, as well as academic literature, to inform your data analysis and reporting.

1. Introduction

Briefly introduce the research question that you are trying to address. What do we know about this phenomenon? What are we aiming to discover?

2. Method

Briefly describe the method of the study. This might include (a) a justification for why a qualitative approach was appropriate, (b) a description of how the data were collected, (c) a description and justification for the process used to analyse the data, (d) a description of the sample, and (e) a discussion of any issues of data quality or trustworthiness and how they were overcome.

3. Data Analysis

Using the codes you generate in NVivo, report the findings of your data analysis. This is likely to involve identifying themes and/or patterns to extract meaning from the data. The structure of this section will depend on your findings. You may find it useful to add subheadings to clearly delineate between different themes and/or patterns. You can use diagrams to represent your findings, and you should use direct quotes from the data to support your analysis.

4. Critical Marketing Insights

Drawing from your analysis, outline three implications that result from your analysis of the data. If appropriate, use the marketing literature to support your insights.

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