Qualitative Research Methods

Module C - Analysing Qualitative Data

Learning objectives

The aim of the module is to provide students with advanced skills to analyse different qualitative data types related to text and talk. The students will get in-depth insights into selected data analytical methods related to the qualitative analysis of text and talk (e.g. discourse analysis, narrative analysis, conversation analysis, cultural analysis, Gioia model) and how they are relevant for the strategic management of a variety of phenomena and processes in organizations. This will enable the students to understand, select, apply and critically reflect upon central aspects of qualitative data analyses in relation to organizational or individual-level phenomena and processes.

Time and place

4-6 May 2021, 9:00 to 17:00. Please note: Due to the COVID-19 situation, Module C will be taught virtually (online, via Zoom). 


  • Associate Professor Birte Asmuß (course responsible)
  • Professor Christa Thomsen
  • Professor Helle Neergaard
  • Associate Professor Sophie Esmann Andersen
  • Associate Professor Trine S. Johansen, Department of Culture and Communication, Aarhus University
  • Assistant Professor Signe H. Frederiksen

Literature (may be subject to change)

The readings in bold are obligatory reading, the grey ones are highly interesting, and we strongly recommend you to read them, but they are categorized as supplementary, additional and/or background literature.

1.       Qualitative Methods

a.       Bansal, P. & Corley, K. (2011), From the editors: The coming of age for qualitative research: Embracing the diversity of qualitative methods. Academy of Management Journal, 54:2, 233-237.

b.       Klag, M. & Langley, A. (2013), Approaching the conceptual leap in qualitative research. International Journal of Management Reviews, 15, 149-166.

2.       Narrative Analysis

a.       Boje, D. M. (1991). The storytelling organization: A study of story performance in an office-supply firm. Administrative Science Quarterly, 106-126.

b.       Humle, D. M., & Pedersen, A. R. (2015). Fragmented work stories: Developing an antenarrative approach by discontinuity, tensions and editing. Management Learning, 46(5), 582-597.

c.       Rosile, G. A., Boje, D. M., Carlon, D. M., Downs, A., & Saylors, R. (2013). Storytelling diamond: An antenarrative integration of the six facets of storytelling in organization research design. Organizational Research Methods, 16(4), 557-580.

3.       Interview and Text Analysis

a.         Brooks, J & King, N (2014) Doing template analysis: evaluating an end of life care service. SAGE Research Methods Case

b.       Shepherd DA & Williams, TA (2014) Local venturing as compassion organizing in the aftermath of a natural disaster: The role of localness and community in reducing suffering. Journal of Management Studies. 51:6 

c.       *Smith, Susan M., and Edward McKeever (2015). "Using constant comparison as a method of analysis in entrepreneurship research." Handbook of qualitative research technique and analysis in entrepreneurship. Edward Elgar. Massachusetts, 52-74.

4.        Discourse Analysis

a.       *Aggerholm, H. K., & Thomsen, C. (2015). Strategic Communication: The Role of Polyphony in Management Team Meetings. In D. Holtzhausen, & A. Zerfass (Eds.), The Routledge Handbook of Strategic Communication. New York: Routledge (pp. 172-189).

b.       Alvesson, M. & Kärreman, D. (2000). Varieties of discourse: On the study of organizations through discourse analysis. Human Relations 53(9): 1125-1149.

c.       *Phillips, N., & Di Domenico, M.L. (2009). Discourse Analysis in Organizational Research: Methods and Debates. In Buchanan, D.A., & Bryman, A.: The SAGE Handbook of Organizational Research Methods: 549-565. Los Angeles: SAGE (pp. 549-565).

5.       Conversation Analysis

a.       Heritage, J. (1997). Conversation analysis and institutional talk: analysing data. Qualitative research: Theory, method and practice (David Silverman, ed.), London, Sage Publications, pp. 161-80. [available officially online at:  http://www.sscnet.ucla.edu/soc/faculty/heritage/Site/Publications_files/SILVERMAN_2.pdf]

b.       Llewellyn, N. & Spencer, L. (2009). Practice as a members’ phenomenon. Organization Studies 30 (12), 1419–1439

c.       Mondada, L. (2013). Embodied and spatial resources for turn-taking in institutional multi-party interactions: Participatory democracy debates. Journal of Pragmatics, 46(1): 39-68.

6.       Cultural Analysis

a.       *Winter, R. (2014) ’Cultural Studies’. In: Flick, U. (ed.) The SAGE Handbook of Qualitative Analysis. London: Sage, pp. 247-261

b.       *Meamber L. & A. Venkatesh (2001), “Ethnoconsumerist Methodology for Cultural and Cross-Cultural Consumer Research”, in: Beckmann, S.C. & R.H. Elliott, eds. (2001), Interpretive Consumer Research, CBS Press, 87-108

c.       Thompson, C.T., Pollio, H.R. & Locander, W.B. (1994) ‘A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumer’s Expressed Meanings’, Journal of Consumer Research, 21(3), pp. 432-452

d.       Thompson, C.T. & Haytko, D.L. (1997) ‘Speaking of Fashion: Consumers’ Uses of Fashion Discourses and the Appropriation of Countercailing Cultural Meanings’, Journal of Consumer Research, 24, pp. 15-42.


Application deadline: 24 March 2021. Please download and fill in the application form. The application should be sent by email to: Department of Management, Aarhus BSS, Aarhus University, att. Lisbeth Widahl. Please note that your application is binding.


External participants (from outside Aarhus University) will be charged a fee that covers lunches and refreshments (for more information, please contact Lisbeth Widahl). Participants will have to make their own arrangements regarding travel and accommodation.

Credits and evaluation

2.5 ECTS 

-          Prior to the course: Participants must submit a 1-page description of their project on Blackboard, focusing on – especially the qualitative – methods.

-          After the course: Participants must submit a 5-page (max) paper, reflecting on how to use some of the methods taught in their own project.