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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, Gioia model, and reflexive interpretation) 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
27-29 April 2026, 9:00 to 15:30, Aarhus BSS, Aarhus University. 
Room: 1791-117, Universitetsbyen 43b, 8000 Aarhus.

Teachers

  • Associate Professor Birte Asmuß (course coordinator)
  • Professor Irene Pollach
  • Associate Professor Nicole Siebold
  • Associate Professor Susan Hilbolling
  • Associate Professor Signe H. Frederiksen

 

Reading list 2026

a. Qualitative Methods

  • Hansen, H., Elias, S. R. S. T. A., Stevenson, A., Smith, A. D., Alexander, B. N. B., & Barros, M. (2023). Resisting the Objectification of Qualitative Research: The Unsilencing of Context, Researchers, and Noninterview Data. Organizational Research Methods, 28(1), 3-31. https://doi.org/10.1177/10944281231215119 (Original work published 2025)
  • Kump, B. (2022). No need to hide: Acknowledging the researcher’s intuition in empirical organizational research. Human Relations, 75(4), 635–654. 

b. Understanding Qualitative Process Data

  • Langley, A., & Ravasi, D. (2019). Visual artifacts as tools for analysis and theorizing. In: The Production of Managerial Knowledge and Organizational Theory: New Approaches to Writing, Producing and Consuming Theory, 59, 173-199.
  • Langley, A. (1999). Strategies for theorizing from process data. Academy of Management Review, 24, 691-710. (was also on the reading list for module A) 

c. Interview and Text Analysis

  • Gioia, D. A., Corley, K. G., & Hamilton, A. L. (2013). Seeking qualitative rigor in inductive research: Notes on the Gioia methodology. Organizational research methods, 16(1), 15-31.
  • Gioia, D. (2021). A systematic methodology for doing qualitative research. The Journal of Applied Behavioral Science, 57(1), 20-29. 

d. Discourse Analysis

  • Waring, H. Z. (2018). Discourse Analysis. The Questions Discourse Analysts Ask and How They Answer Them. (Chapter 1). Routledge.
  • *Van Dijk, T. A. (2015). "Critical Discourse Analysis", The Handbook of Discourse Analysis, 2n ed., Eds. Tannen, D., Hamilton, H.E., Schiffrin, D., pp. 466-485. https://doi.org/10.1002/9781118584194.ch22 

e. AI in qualitative analysis

  • Costa, A. P., Bryda, G., Christou, P. A., & Kasperiuniene, J. (2025). AI as a Co-researcher in the Qualitative Research Workflow: Transforming Human-AI Collaboration. International Journal of Qualitative Methods, 24, 1-12. https://doi.org/10.1177/16094069251383739

f. Conversation Analysis

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

g. Interpretive Practices

  • Alvesson, M. & Kärreman, D, (2007). Constructing Mystery. Empirical Matters in Theory Development. Academy of Management Review. 32(4): 1265-1281
  • Klag, M. & Langley, A. (2013). Approaching the conceptual leap in qualitative research. International Journal of Management Reviews, 15, 149-166.
  • *Geertz, C. (1973). Thick Description: Toward an Interpretive Theory of Culture. In: The Interpretation of Cultures: Selected Essays. Basic Books
  • *Pratt, M.G. (2023). General Coding and Analysis in Qualitative Research. Oxford Research Encyclopedia of Psychology


Application
Application deadline: 23 March 2026. 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.

Fee
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 upload a 1-page description of their project on Brightspace, focusing on – especially the qualitative – analytical methods. Deadline: 20 April 2026.
 

Revised 27.03.2026
-
Vibeke Vrang