Coding is the process of categorising chunks of data into emerging themes. There are different approaches to creating codes:
- Pre-defined codes: Create codes first then look at transcription for information that fits the codes. For example: the researcher examines text in hotel review that addresses the predefined codes of ‘customer service’, ‘cleanliness’, and ‘comfort’.
- Line by line coding: codes are created in real time as the researcher reads the transcripts.
- Autocoding: codes are automatically created by NVivo using machine-based algorithms that scan your sources for content and sentence structure to identify themes. The results can be further fine-tuned by the researcher.
For this workshop we will conduct line by line coding and read each transcript looking for information provided by customers that might help improve the grocery store.
