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 Tuesday, 16th January 2018, 1145-1400 GMT

Interviews and survey questionnaires are the most common methods of data collection used in marketing research. This workshop is intended to provide a hands-on experience with some software packages (Level: Introduction or Beginner).

  • How to use NVivo or Inspiration software packages to analyse interview texts (Time 12.00-13.00)
  • How to use Sphinx or SPSS software packages to analyse survey questionnaires (Time: 13.00 to 14.00)

Venue:   B20 (PC Room), Glyndwr University, Plas Coch, Wrexham, Mold Road, LL11 2AW
11.45-12.00    Complimentary Refreshment (Coffee, Tea, Light Snacks), Syllabus
12.00-12.30    Introduction to Statistical Analysis and Survey Questionnaires (Theories)
12.30-13.00     SPHINX and SPSS software packages (Practice)
13.00-13.30    Introduction to Content Analysis and Interview Texts (Theories)
13.30-14.00    NVivo software package (Practice)

If you are interested in attending the workshop, please email bidit.dey@brunel.ac.uk or b.binsardi@glyndwr.ac.uk

Costs: £10 for Academy of Marketing (AM) members to cover lunch, refreshments, materials and logistics. If you are not a member of AM you can apply to join online.

Limitation: Places are limited to 16 participants (on a first-come-first-served basis) owing to the availability of PC.


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.