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Workshop on Qualitative Data Analysis
One day training on Application of Nvivo software for qualitative data analysis organized by PDC on 13 December 2013. Principal NILE Dr. Qaiser Hameed Malik welcomed the participants and expressed hope for derivation of positive learning through interactive sessions. Resource person highlighted the eminence of qualitative research, differentiated it from quantitative research. The basic data collection methods  covered as a part of this training were: observations, focus groups, document reviews, interviews, blogs, images, emails and diaries. Special emphasis was placed on conducting focus groups because of the fact that qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. Focus Groups are important in determining: perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, and packaging. In this way through interactive exercises, hands-on software practice and action research, the participants studied NVivo’s application for social sciences studies as well as marketing strategies. It covered aspects of data analysis using powerful search, query and visualization tools. As the sessions progressed, more technical aspects such as transcription of video/audio recordings and data analysis as well as more creative tools such as word clouds, word tree maps and the ‘nodes’ methods were studied.