Analyzing Qualitative Consumer Data

++ Watch the #QDA19 Keynotes ++

Together with my colleagues Linda Tuncay Zayer and Ashlee Humphreys, I will be co-chairing this year’s Qualitative Data Analysis workshop in Montreal, Canada (July 15-17, 2019).

The QDA Workshop is a biennial hands-on workshop focusing on the analysis, interpretation, and writing of qualitative consumer research. The focus of this workshop is not qualitative data collection. Working with senior mentors, teams will tackle issues such as: interpretive problems, iterative cycling from data/literature/theory, and moving from findings to theoretical contributions.

The QDA Workshop is always a wonderful opportunity to feel the field’s pulse and to work with doctoral students and early-career scholars on pressing methodological and consumer research questions.

The QDA Workshop also has personal significance for me. Ashlee and I were were participating students at the inaugural workshop held at the University of Nebraska many years ago. As well, in 2017, Linda Tuncay-Zayer, Cele Otnes and I co-chaired QDA in Long Beach, California.

The #QDA19 Mentors

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Learn more about #QDA19 here and become a CCT member today.

More information about doctoral training.

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Markus Giesler

Markus Giesler draws on concepts from economics, technology studies, and sociology to inform his research in marketing. He determines how ideas and things (products, services, experiences, technological innovations, intellectual property, brands, etc.) are made valuable over time, with research focused on improving marketing strategy through an understanding of markets as evolving social systems. Giesler's research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and the European Research Council (ERC) and published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing. Giesler has an extensive entertainment industry background. He founded his own record label at age 17 and has worked in various production and marketing responsibilities for over a decade. He lives in Toronto, Canada.