Topic outline

  • Course Overview

    This course will develop your skills in understanding and evaluating your data. It identifies the appropriate approach to coding and uses techniques to categorize and pull themes from your data, building confidence and proficiency in every stage of the data analysis process.

    Learning Outcomes

    This course will help you to:

    1. Identify the types of data that generate themes and recognize why themes matter
    2. Effectively organize your data and decide on the best approach to transcribing it
    3. Evaluate the different approaches to coding and evaluate which is most suitable for analyzing your own data
    4. Identify meaningful data to create appropriate codes, organizing them into categories to help with data analysis
    5. Analyze your categories to find themes, evaluating these against the data
    6. Use evidence from your data to support your themes

    • Course Author

      • Dr. Robert Thomas

        Dr. Thomas is currently a Lecturer (Marketing) at Aston Business School. Dr. Thomas’s primary research interests and publications encompass Brand Management, specifically the areas associated with sponsorship, fandom, co-creation, and brand community. His work has been published in the European Journal of Marketing, Computers in Human Behavior, Journal of Marketing Management, Journal of Product and Brand Management, Young Consumers, Strategic Change: Briefings in Entrepreneurial Finance, and IEEE Transactions on Engineering Management. Dr. Thomas sits on the editorial boards for Journal of Product and Brand Management, and International Journal of Sport Management and Marketing, winning reviewer of the year for Journal of Product and Brand Management in 2015.

        View Bio
      • Module One: When and Why Do We Need Themes?

        This module will help you to:

        1. Recognize why themes matter in qualitative research
        2. Identify the types of data that generate themes
      • Module Two: Organizing and Transcribing Your Data

        This module will help you to:

        1. Effectively organize your data to be ready for transcription
        2. Decide on the best approach to transcribe your data
        3. Take the necessary steps to create powerful transcriptions
      • Module Three: The Basics of Developing Codes

        This module will help you to:

        1. Identify the different approaches to coding
        2. Evaluate which approach is most suitable for analyzing your own data
      • Module Four: How Do I Develop Codes?

        This module will help you to:

        1. Identify meaningful data to create appropriate codes
        2. Use techniques to develop codes
      • Module Five: How Do I Categorize Codes?

        This module will help you to:

        1. Organize codes into categories
        2. Develop categories for data analysis
      • Module Six: Finding Meaningful Themes

        This module will help you to:

        1. Analyze your categories to find themes
        2. Evaluate themes against your data
        3. Use evidence from your data to support your themes