This workshop will begin by establishing the fundamentals of qualitative research design, then progress into advanced data-collection methods including narratives and case studies. Participants will learn to analyse qualitative data using specialised software (MAXQDA), and explore the conversion of textual data into quantitative formats to enable mixed-methods designs. Finally, the programme will focus on contemporary topics such as social-media analytics, sentiment analysis and AI-supported coding, before guiding participants to write and publish qualitative research articles.

• Software : MAXQDA
  Duration: 6 Days × 2 Hours per Day (Total 12 Hours)
• Mode: Online (Zoom)  
• Software Used: MAXQDA, AI-assisted qualitative analysis tools
• Certification: Participants will receive a certificate of completion 
  
  

Workshop Objectives

By the end of this workshop, participants will be able to:

1. Understand qualitative research paradigms, philosophies, and their relevance in management and social science research.
2. Apply advanced data collection techniques such as interviews, narratives, case studies, and ethnography.
3. Analyse textual data using MAXQDA for coding, theme development, and visual representation.
4. Use AI-driven and computational tools for sentiment and social media analysis to integrate mixed-method research designs.
5. Write and structure high-quality qualitative or mixed-method research papers for publication.

Day 1: Fundamentals of Qualitative Research

·       Understanding the nature and purpose of qualitative research.

·       Exploring research paradigms: interpretivism, constructivism, and critical realism.

·       Framing effective qualitative research questions.

·       Ensuring rigor through credibility, transferability, dependability, and confirmability.

·       Reflecting on researcher positionality and reflexivity.

Day 2: Data Collection Methods – Narratives and Case Study Approaches

·       Introduction to narrative inquiry: stories as data and meaning-making.

·       Designing narrative studies – structure, sampling, and data interpretation.

·       Case study research: single vs. multiple cases, unit of analysis, and triangulation.

·       Ethical and reflexive considerations in qualitative data collection.

Day 3: Ethnography and Field-Based Inquiry

·       Understanding ethnography as a methodological tradition.

·       Participant observation and field immersion strategies.

·       Writing “thick descriptions” and capturing contextual detail.

·       Role of reflexivity, field notes, and memos in ethnographic inquiry.

·       Preparing transcripts and observation data for import into MAXQDA.

Day 4: Analysing Data Using MAXQDA – Coding and Thematic Analysis

·       Introduction to MAXQDA: workspace, project setup, and data import.

·       Open, axial, and selective coding techniques.

·       Creating and managing code systems and codebooks.

·       Conducting thematic analysis using Braun & Clarke’s six-phase approach.

·       Using MAXQDA’s visualization tools: code maps, word clouds, and relationship displays.

Day 5: Social Media Analytics, Sentiment Analysis, and Mixed Method Integration (MAXQDA)

·       Understanding social media data as a form of qualitative evidence.

·       Collecting, cleaning, and analysing textual data from social platforms.

·       Conducting sentiment analysis and text-mining within a qualitative framework.

·       Converting textual data into quantitative indicators (frequency, sentiment score, co-occurrence).

Day 6: Writing and Publishing Qualitative Research Articles

·       Structuring qualitative papers: Introduction, Methodology, Findings, and Discussion.

·       Presenting qualitative data effectively – quotes, vignettes, and visual data.

·       Linking data and theory for analytical generalization.

·       Writing reflexivity and methodological transparency sections.

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  Facilitator : Dr Shalini Sahni (Founder- Dr Shalini Sahni)