Qualitative data analysis in marketing

Earlier this week, I participated in a workshop on qualitative data analysis, organised by the Marketing and Corporate Brand Research Group, of Brunel Business School.

I started by covering the focus, purpose and scope of qualitative analysis. This was followed by a deep diving into coding, by my colleague Dr Bidit Dey. And, last but not least, a look at Leximancer as one particular tool to analyse and visualise qualitative data, by my colleague Dr Arthur Egwuonwu.

Here are my slides from the session, in case you are interested.