Mapping Meaning: Tools for Qualitative Data Analysis

Qualitative research is a creative, adaptable form of inquiry that allows strategic communication professionals to explore and gain in-depth understandings of unique, local, human experiences, and social and communication practices. This course uses experiential learning to enable students to explore how qualitative methods such as interviews and focus groups can shed light on strategic communication issues. It also introduces students to thematic data analysis as a strategy for analysing qualitative data as well as data management tools such as NVivo. Because the researcher is the "instrument" of data collection and analysis, the course also invites students to reflect on their own positionality as researchers and identify ethical issues in qualitative research.