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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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