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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 #038; 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 #038; look for interesting topics, ideas, statements, strong
emotion, actions, purpose
• Note source, write exle 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
• or have run out of time in tutorial!!!
|Exles: images, words,
|Emic code||Etic code|
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
Part 3: Data Interpretation: Draw Conclusions #038; 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
• 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 / …?
• Are there stages – beginning, middle, end / search, trial, decide / ….?
• Draw conclusions #038; identify actionable insights. Note: time is limited so you
probably will only have enough time to identify one or two conclusions with one or
1. Conclusion 1:
a. Insight 1.1:
b. Insight 1.2:
2. Conclusion 2
a. Insight 2.1:
b. Insight 2.2:
|Few to no exles identified
with little potential to generate
insights. Emic #038; Etic labelling
|A few (2-4) minor exles
identified with little potential to
generate insights. Basic attempt
at Emic #038; Etic labelling.
|Good number (4-6) of relevant,
perceptive exles identified with
good potential to generate insights.
Good Emic #038; Etic labelling.
|Superior number (8-10) of
relevant, perceptive exles
identified with excellent
potential to generate insights.
Excellent Emic #038; Etic labelling.
|Outstanding number (10+) of
relevant, perceptive exles
identified with outstanding potential to
generate insights. Exceptional Emic
#038; Etic labelling.
|Minimal to no attempt at
|Basic attempt at organisation. A
few general themes establish.
|Good quality attempt at
organisation with some plausible
|Superior organisation with
clear, evidenced themes
|Outstanding organisation with strong,
evidenced and insightful themes
analysis of 1
|Minimal to no features,
structure or stages examined.
|Basic features, structure or
|Good quality features, structure or
|Excellent quality features,
structure or stages examined.
|Outstanding features, structure or
|Minimal to no conclusions #038;
|A few general conclusions #038;
insights identified minimally
supported by the analyses.
|Good, specific conclusions #038;
insights identified clearly supported
by the analyses.
|Excellent quality, specific
conclusions #038; actionable
insights identified directly
linked to the analyses.
|Outstanding quality, detailed
conclusions #038; actionable insights
identified strongly linked to the
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