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Senior High School Department

PRACTICAL RESEARCH 1: QUALITATIVE RESEARCH


CHAPTER VII: Analyzing the Meaning of Data and Drawing Conclusions

What are CODES?


- Words or short phrase that represents the essence or key attribute of narrative/ verbal information
- Used to codify or categorize the data

What is CODING?
- Categorizing the data into chunks of data which are “alike”
- Assigning words to segment of texts
- Condensing data into analysable segments
- Goal is to generate analytical concepts

What is a CODE STRUCTURE?


- A compilation of emergent codes
- Contains definitions/properties for each codes (can include illustrative codes)

TYPES OF CODES
- In Vivo Codes
- Descriptive Codes

METHODS OF CODING
1. Open Coding – preliminary process of breaking down, examining, comparing, conceptualizing and categorizing
data
2. Axial Coding – Making connections between categories (open codes)
3. Selective Coding – Selecting the core categories

SAMPLE CODE STRUCTURE

Tile of Research: Relationship management with the Millennial generation of public relations agency employees
Author: Tiffany Gallicano, University of North Carolina at Charlotte

Research question one: How do Millennial practitioners who work at public relations agencies describe their generation of
public relations practitioners?

Open code Properties Examples of participants’ words


Wanting experiential learning Seeking credentials Seeking experience
Feeling ambitious Ambitious
Seeking excitement Hungry for responsibility
Being eager Want to be the next big thing
Driven
Ready to roll
Always looking for a new thrill
Grow quickly
Learn things on our own
Pioneering social media and Being comfortable with social media Not being afraid of technology
easily adapting to change Wanting to lead Risk-taking
Creating and embracing new ideas Being fresh
Creating and accepting new ideas
Embracing a rapid fire speed
Being creative
Feeling entitled due to unique Coming equipped with a public Mostly PR majors instead of majoring in other
qualifications, as compared to relations education and several fields
previous generations internships Being educated in public relations
Starting jobs with several internships under the
Practical Research I: Qualitative | Chapter VII: Analyzing the Meaning of Data and Drawing Conclusions
MR. MARK JOSHUA D. ROXAS, LPT
University of Perpetual Help - Molino
belt
Having a great foundation from majors and
internships
Craving immediate feedback Desiring attention Want to feel valued and appreciated
and being motivated by feeling Wanting to impress Want to be recognized
appreciated Wanting a mentor Want feedback
Want to be rewarded for good work
Advocating a Seeking personal fulfillment Don’t want to work our lives away
work-life balance Recharging by enjoying a rich Want to have room for a life outside of work
personal life Raised to expect excellence in our personal
Being raised to believe they could lives
have it all
Possessing the personal skills Getting along well with people Friendly, sociable
and characteristics needed Being intelligent Motivated by friendships at work
Valuing ethics Smart, clever, sharp
Ethical

Research question two: What can be learned about cultivating a long-term relationship with Millennial public relations agency
employees based on their own perspectives?

Open code Properties Examples of participants’ words


Being groomed Being mentored Mentored
Getting to work on new accounts Trained to specialize in a needed area
Getting to have face time with the client Assigned to new accounts
Being included in discussions about personal Included in new business planning
long-term goals and organization’s long-term Involved in conversations about the long-term
goals outlook of the department
Getting funding for graduate school and skills Meeting about long-term goals and incentive
workshops packages
Sent to professional development sessions
Paid for graduate school
Face time with the client
Constantly learning Having intriguing work Intriguing work
Developing professional skills Constantly learning, training
Receiving verbal Feeling appreciated Asked if I’m happy
encouragement and Noticing low turnover and receiving Talk about the future
making observations messages about growing the company from Get regular reviews
within Constant congratulations
Get messages about growing the company from
within
Very little turnover
Being cared for as a Caring about personal well being by both the Personal development fund
whole person organization and senior management Lacking a personal touch (negative evidence)
Encouraging and enabling a healthy [Senior exec.] like a second mother
personal life Long hours, low pay (negative evidence)
Working in a good Working in an organic culture Personality of the office
environment Feeling like they fit in If I fit in
Working with great people Open and honest communication
Agreeing with the organization’s philosophy I love the environment
and values Wonderful people
We don’t have titles. My old large agency put so
much emphasis on titles and I think it hindered
work quality
The organization isn’t as dynamic as other
employers (negative evidence)
Having interests and Getting to choose projects, dress and hours Get to choose my accounts
preferences Get to wear jeans
accommodated Flexible hours

Practical Research I: Qualitative | Chapter VII: Analyzing the Meaning of Data and Drawing Conclusions
MR. MARK JOSHUA D. ROXAS, LPT
University of Perpetual Help - Molino
Research question three: What irritates or upsets Millennials when receiving feedback on their work?

Open code Properties Examples of participants’ words


Getting called Detesting verbal vomit and being ridiculed Getting ripped apart
out Feeling discouraged Chewed out
Bashed
Chastised
Criticized
Thrown under the bus
Negative tactics don’t motivate us
Not being Having work changed, which results in their You slave away and they’ve completely changed what
heard voice not being heard you’ve done
Working so hard makes this frustrating My art was changed, which I worked really hard on
Believing they don’t have power to say anything People are always going to change what you do.
Always!
Co-worker presented my ideas as her own; no way to
address those issues
Mind reading Believing they have a combination of vague Vague instructions
and instructions and specific expectations, some of Having to mind read
expectations which areunrealistic Inadequate explanation
for a miracle I’m not a miracle worker
worker

Axial codes and selective code based on the open codes

Open codes Axial codes Selective code


Wanting experiential learning; constantly Believing they are ready to be set loose on Wanting to make a
learning; working in a good accounts difference
environment;pioneering social media and
easily adapting to change; feeling entitled due
to unique qualifications, as compared to
previous generations; possessing the personal
skills and characteristics needed; being
groomed
Craving immediate feedback and being Seeking external validation
motivated by feeling appreciated; detesting
getting called out; receiving verbal
encouragement and making observations
Mind reading and expectations for a miracle Silently blaming employers for failures
worker;getting called out; not being heard
Advocating a work-life balance; being cared Wanting a meaningful experience at work and
for as a whole person; accommodating outside of work
interests and preferences

REFERENCES/ACKNOWLEDGEMENT:
Mendoza, D. J. & Melegrito, M. L. F. (2017). Applied Research: An introduction to qualitative research
methods and report writing. Quezon City: Phoenix Publishing House

Saldana, J. (2009). The coding manual for qualitative researchers. London: Sage Publications
Dr. Leslie Curry, Yale University

Practical Research I: Qualitative | Chapter VII: Analyzing the Meaning of Data and Drawing Conclusions
MR. MARK JOSHUA D. ROXAS, LPT
University of Perpetual Help - Molino

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