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Level 7 Diploma in Tourism and Hospitality Management

Qualitative Data Analysis

THM706 · Advanced Research Methods — Week 10 of 16

CourseTHM706
Week10 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Qualitative Data Analysis

  1. Thematic analysis and grounded theory coding
  2. Qualitative content analysis of customer sentiment
  3. Using computer-assisted qualitative data analysis software
  4. Reflexivity and researcher bias
  5. Coding and Thematic Analysis - the role of Culture & how to reduce Researcher Bias
  6. Grounded theory and line-by-line coding in NVivo
  7. Thematic Analysis of Social Media data (50,000 YouTube Comments)

What you will be able to do

  • 4.1 Analyse data collected for research using an appropriate methodology.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: analyse data collected for research using an appropriate methodology.

Study materials

Videos

  • Coding and Thematic Analysis - the role of Culture & how to reduce Researcher Bias · YouTube · Qualitative Researcher Dr Kriukow · 13 min · for registered students
  • Grounded theory and line-by-line coding in NVivo · YouTube · Qualitative Researcher Dr Kriukow · 12 min · for registered students
  • Thematic Analysis of Social Media data (50,000 YouTube Comments) · YouTube · Qualitative Researcher Dr Kriukow · 14 min · for registered students

Further resources

  • Research Methods Knowledge Base (Trochim, hosted by Conjointly) · Reading · Other, textbook · for registered students
  • Principles of Sociological Inquiry, ch. 9: Interviews: Qualitative and Quantitative Approaches · PDF · Saylor Academy, textbook chapter; pp. 108–121 · for registered students
  • Magenta Book Annex A: analytical methods for use within an evaluation (HM Treasury) · PDF · GOV.UK, guidance; 60 pages · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 9Week 11
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Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

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Course plan
  • Week 1: Research Philosophy in Management
  • Week 2: Evolution and Strategic Role of Tourism and Hospitality Res…
  • Week 3: Problem Identification and Methodological Framing
  • Week 4: Qualitative Methodologies and Inquiry
  • Week 5: Quantitative Methodologies and Survey Design
  • Week 6: Mixed Methods and Applied Research Design
  • Week 7: Research Project Planning and Ethics
  • Midterm: Midterm evaluation
  • Week 9: Quantitative Data Analysis
  • Week 10: Qualitative Data Analysis
  • Week 11: Academic Reporting and Drawing Strategic Conclusions
  • Week 12: Applying Advanced Research Methods in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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