Moving Beyond Description: Qualitative Data Analysis Hybrid Workshop

17 Nov 2022, 9.30AM–5.00PM
Court Room, Cottrell Building
Moving Beyond Description: Qualitative Data Analysis Hybrid Workshop

Qualitative methodologies are invaluable tools in marketing studies, which allow researchers to get closer to participants’ realities and obtain rich and detailed insights into their experiences.

However, analysis of qualitative data is complex and requires planning ahead. There are many decisions to make surrounding data analysis, such as data organisation, the choice of unit of analysis, the role of theory and research questions informing data analysis, how to combine different sources of data, the type of data analysis approach to use, the criteria followed to assure integrity, or the processes for collaboration between multiple researchers on data analysis.

These many decisions and the breadth of academic sources available, can make qualitative data analysis appear overly complex or overwhelming, and hamper its usefulness and attractiveness. This workshop aims to provide clarity on the process of qualitative data analysis. During the session we will highlight the intrinsic value of qualitative research as a standalone research approach, consider different ways of analysing and interpreting qualitative data (e.g. Spiggle, 1994; Thomson et al., 1990; Cassell et al, 2018) and put into practice a clear data analysis process, by combining step-by-step data analysis (Braun and Clarke, 2021) with streamlined coding (Saldaña, 2016).

This free event, funded by the Academy of Marketing, is primarily for doctoral researchers (any year of their studies), early career researchers or those who have not used qualitative data analysis before.

This is a full-day hybrid event involving a morning session with a keynote speaker and plenary discussion and an afternoon practical session, where researchers will be able to develop their skills in data analysis. The event will be held simultaneously face-to-face at our beautiful campus at the University of Stirling and online using Microsoft Teams. You can choose which format works best for you.



Workshop organisers

Dr Ines Branco-Illodo, Lecturer in Marketing, University of Stirling


Dr Carolyn Wilson-Nash, Lecturer in Marketing and Retail, University of Stirling

Dr Teresa Heath, Associate Professor in Marketing, University of Minho (Portugal) 

Guest speaker

Professor Kathy Hamilton, Professor of Marketing, University of Strathclyde 


You are required to write an 800-word reflective piece by the 7th of November on your research experience and why you think this workshop will be useful to you. Your registration will only be considered valid once you submit this information. Please, also complete recommended readings (see reading list). You can submit your reflective piece using this form

Provisional programme

  • 9.30-10.00 Welcome coffee
  • 10.00-11.00 Guest speaker: Prof Kathy Hamilton (University of Strathclyde)
  • 11.00-12.00 Discussion on the key challenges of qualitative data analysis
  • 12.00-13.00 Lunch and coffee provided
  • 13.00-15.30 Instructor-led session on data analysis practice
  • 15.30-16.30: Group presentations, feedback, and feedforward
  • 16.30 – 17.00 Closing remarks
  • 17.00 Networking opportunities

Reading list 

  • Braun, V. and Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
  • Cassell, C., Cunliffe, A.L. and Grandy, G. eds. (2018). The SAGE handbook of qualitative business and management research methods. Sage, London.
  • Epp, A. M., & Otnes, C. C. (2021). High-quality qualitative research: Getting into gear. Journal of Service Research, 24(2), 163-167.
  • Saldaña, J. (2016). The coding manual for qualitative researchers. Sage.
  • Spiggle, S. (1994), 'Analysis and Interpretation of Qualitative Data in Consumer Research', Journal of Consumer Research, 21(3), 491-503.
  • Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The lived meaning of free choice: An existential-phenomenological description of everyday consumer experiences of contemporary married women. Journal of Consumer Research, 17(3), 346-361.

Travel bursaries

In order to support students to attend the event face-to-face event, we are offering travel bursaries up to £50 each. You can apply for your bursary by sending an email to by Monday 31 October 2022 with the reasons for financial assistance and the travel amount required.

As bursaries will be limited, we will inform those who have been awarded ahead of the event. Those who are granted a travel bursary will get reimbursed for the awarded cost of travel and will need to provide receipts.