Welcome to the Qualitative Inquiry in Marketing SIG Webpage

Ben Binsardi SIG Co-Chair (Triangulation and Mixed Methodology in Qualitative Marketing Research)
Dr Ben Binsardi
Glyndwr University
Bidit Dey SIG Co-Chair (Ethnography and Netnography in Qualitative Marketing Research)
Dr Bidit Dey
Brunel University
Denise Preece SIG Co-Chair (Q Methodology in Qualitative Marketing Research)
Dr Denise Preece
University of Liverpool
Alexis Mclean SIG Co-Chair (Grounded Theory in Qualitative Marketing Research)
Professor Alexis Mclean
Chester University

News & Events

Workshop Wednesday, 22th August 2018, 12.00 – 14.30 GMT

Interviews are the most common qualitative research methods of data collection used in marketing research. This workshop is intended to provide a hands-on experience with NVivo software packages.

Level: Introduction or Beginner Using NVivo Pro Software Package (Version 11 – 2018)
Venue: L201 (PC Room), Glyndwr University, Plas Coch, Wrexham, Mold Road, LL11 2AW, UK
Time: 12.00 – 14.30 GMT
Limitation: Places are limited to 16 participants (on a first-come-first-served basis) owing to the availability of PC. You may bring your own data.

12.00-12.15    Refreshment (Coffee, Tea, Light Snacks), Syllabus, Lecture Notes, Lecture PowerPoint, NVivo Manual
12.15-13.00    Theories of Coding
13.00-14.30    Practice – PC lab – NVivo Pro Version 11

If you are interested in attending the workshop, please email Bidit at bidit.dey@brunel.ac.uk or Denise at d.preece@liverpool.ac.uk

Costs: This workshop is free to Academy of Marketing members, SIG members and doctoral students. Refreshments, lecture notes and powerpoint, NVivo materials will be provided. Places are limited to 16 participants (on a first-come-first-served basis) owing to the availability of PC. Note: if you are not a member of Academy of Marketing,  you can apply to join online.


Aims

The aim of this SIG is to bring together researchers, students and practitioners, who share similar interests in the application of contemporary qualitative analyses in marketing, such as content and discourse analyses, thematic analysis and grounded theory, netnography, storytelling and narrative analysis, projective techniques, Q methodology and others such as how to analyse online data of twitters and blogs using NVivo, Inspiration software packages etc.