Qualitative Insights

1
MKTG 2017 Qualitative Insights | S1 2022
Practiced-based task 6: Manual Coding Task (10%)
In Week 7 workshop and Individual Turnitin Submission,
DUE: Friday of week 7, 11:59PM.
Research Aim, Phenomenology Perspective & Data Source
AIM: To understand how people make sense of their experiences and interpret
their lived realities
DATA: Tweets about “Blade Runner 2049” from #BMC325
Part 1: Data Analysis: Reduction (30 min)
Code meaningful parts and assign labels to the parts – ‘emic’ (insider /
participants) and ‘etic’ (outsider / researcher)
Read tweets & look for interesting topics, ideas, statements, strong
emotion, actions, purpose
Note source, write example in table, state why it’s interesting, create
emic and etic codes
Continue to add rows until
you’re not getting any new information / anything new of
interest
or have run out of time in tutorial!!!

MACQUARIE BUSINESS
SCHOOL

2

Interesting
passages
Examples: images, words,
sentences, paragraphs
Emic code Etic code
1
2
3
4
5
6
7
8
9
20

Part 2: Data Analysis: Organisation (15 min)
Organise initial codes
Collapse similar codes into larger themes / categories and expand some
into finer themes / categories
Identify about 3 themes
3
1. Theme:
2. Theme:
3. Theme:
Part 3: Data Interpretation: Draw Conclusions & Identify Insights (20 min)
Choose one theme and analyse it further – i.e., look for elements or dimensions,
stages or phases in a process
. Be aware that not all themes will have each of the
following:
What are the main features? Are some more central than others? Are
some positive / negative? …
Feature 1:
Feature 2:
Feature 3:
Does the theme have a structure – hierarchical / core-periphery / circular /
tree / …?
Structure:
Are there stages – beginning, middle, end / search, trial, decide / ….?
Stages:
Draw conclusions & identify actionable insights. Note: time is limited so you
probably will only have enough time to identify one or two conclusions with one or
two insights
1. Conclusion 1:
a. Insight 1.1:
b. Insight 1.2:
2. Conclusion 2
a. Insight 2.1:
b. Insight 2.2:

4
MARKING RUBRIC

Criteria Fail
(1-49%)
Pass
(50-64%)
Credit
(65-74%)
Distinction
(75-84%)
High Distinction
(85-100%)
Data
Reduction
Few to no examples identified
with little potential to generate
insights. Emic & Etic labelling
not attempted.
A few (2-4) minor examples
identified with little potential to
generate insights. Basic attempt
at Emic & Etic labelling.
Good number (4-6) of relevant,
perceptive examples identified with
good potential to generate insights.
Good Emic & Etic labelling.
Superior number (8-10) of
relevant, perceptive examples
identified with excellent
potential to generate insights.
Excellent Emic & Etic labelling.
Outstanding number (10+) of
relevant, perceptive examples
identified with outstanding potential to
generate insights. Exceptional Emic
& Etic labelling.
Data
Organisation
Minimal to no attempt at
organisation.
Basic attempt at organisation. A
few general themes establish.
Good quality attempt at
organisation with some plausible
themes established.
Superior organisation with
clear, evidenced themes
established.
Outstanding organisation with strong,
evidenced and insightful themes
established.
Critical
analysis of 1
theme
Minimal to no features,
structure or stages examined.
Basic features, structure or
stages examined.
Good quality features, structure or
stages examined.
Excellent quality features,
structure or stages examined.
Outstanding features, structure or
stages examined.
Conclusion &
Insights
Minimal to no conclusions &
insights identified.
A few general conclusions &
insights identified minimally
supported by the analyses.
Good, specific conclusions &
insights identified clearly supported
by the analyses.
Excellent quality, specific
conclusions & actionable
insights identified directly
linked to the analyses.
Outstanding quality, detailed
conclusions & actionable insights
identified strongly linked to the
analyses.

 

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