Qualitative Insights

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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

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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:
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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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