Qualitative coding: interpreting an interview
Fiona’s original Research in Marketing contribution on 6.9 Discussion_ Qualitative data analysis.
Submitted

Download the transcript below and write down some codes that would help you to identify categories and themes. Then go through the transcript and mark on the transcript how you would code various parts of the interview.
Compare your response to the solution below, then share your coded transcript (eg by taking a photograph) and reflections in the discussion forum.
Course task reproduced as context. The response below is Fiona’s independent academic work. KEATS source ↗ (university access required).
Fiona’s original Research in Marketing contribution on 6.9 Discussion_ Qualitative data analysis.