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22 July 2019 - 15:01, by , in Uncategorized, Comments off

A workshop on, “Techniques to manage qualitative data by coding, identify themes and developing categories” was arranged by the department of decision sciences ITM Business school on 12th and 14th February 2019. The workshop was conducted by Prof. Swati Karnataki who is currently Ph.D. scholar with Tata Institute of Social sciences. She has 15 years of work experience in which she worked for 7 years in corporates such as ICICI prudential, British Telecom, ICICI Home loans then shifted to academics since last 8 years teaching in management institutes like IBS, K J Somaiya and VESIMSR. He has proven expertise in the subjects of quantitative techniques, business research methods, consumer behaviour, marketing management and brand management. 


The workshop aimed to provide the students with understanding of how to analyze open-ended questions, interview data, focus groups, projective techniques, web-based texts and other types of qualitative data. The workshop was based on the following:

  1. An analysis of words (word repetitions, key-indigenous terms and key-words in contexts)
  2. A careful reading of larger blocks of texts (compare and contrast, social science queries and searching for missing information)
  3. An intentional analysis of linguistic features (metaphors, transitions, connectors) and 
  4. The physical manipulations of texts (unmarked texts, pawing and cut and sort procedures).

The workshop was organised for all the batches of marketing and the detailed report of the workshop is as follows: