Qualitative Coding Exercise
Analyze consumer laptop purchase narratives using thematic analysis
Stage 1: Initial Coding
Stage 2: Theme Development
Stage 3: Theory Integration
📚 Instructions: Type a code name, select text in the narrative, then click "Apply Code" to highlight it. Good codes are descriptive and capture the essence of what's happening in the text. You can apply multiple codes to the same segment.
Coding Instructions
How to code:
1. Type a code name below
2. Select text in the narrative
3. Click "Apply Code" to highlight
Example codes:
• "Price sensitivity"
• "Brand loyalty"
• "Peer influence"
• "Feature comparison"
1. Type a code name below
2. Select text in the narrative
3. Click "Apply Code" to highlight
Example codes:
• "Price sensitivity"
• "Brand loyalty"
• "Peer influence"
• "Feature comparison"
Applied Codes
🎯 Instructions: Drag and drop your codes into theme boxes below. Look for patterns and relationships between codes. Rename themes to reflect the broader concepts they represent.
Available Codes
🔗 Instructions: Connect your themes to marketing theories from the course. Consider how your findings relate to established frameworks and what insights they provide for marketing strategy.