Fundamentals of Qualitative Research
How to Design Rigorous and Impactful Qualitative Studies 

Workshop leader: Prof. Álvaro ROCHA

The workshop will provide an overview of key characteristics of qualitative research, including naturalistic inquiry, the role of the researcher, participant perspectives, reflexivity, ethical considerations, and the importance of rich, contextualized descriptions. It will also briefly address how to formulate qualitative research questions, select appropriate research designs, define sampling strategies, and choose suitable data collection methods, such as interviews, focus groups, observation, and document analysis. 

Given the limited duration, the session will focus on the most essential concepts and practical decisions involved in planning a qualitative study. Particular attention will be given to methodological rigor, including credibility, transferability, dependability, and confirmability, as well as to common challenges faced by students when applying qualitative methods in master’s dissertations and doctoral theses. 

By the end of the workshop, participants should have a clear introductory understanding of qualitative research and be better prepared to make informed methodological choices in their own research projects. The workshop is especially relevant for students in social sciences, education, health, management, information systems, and related interdisciplinary areas.   

Introduction to Using Visual Data in Research
Publishing with Visual Data: Ethnographic Methods for High-Impact Research

Workshop leader: Prof Jessica LICHY

Overview: This short workshop, lasting approximately 1 to 1.5 hours, introduces young researchers to the main foundations of qualitative research, based on the book Fundamentals of Qualitative Research. It is designed as a concise and practical session for participants who wish to better understand how qualitative research can be used to explore human experiences, meanings, behaviors, perceptions, and social contexts. 

The workshop will provide an overview of key characteristics of qualitative research, including naturalistic inquiry, the role of the researcher, participant perspectives, reflexivity, ethical considerations, and the importance of rich, contextualized descriptions. It will also briefly address how to formulate qualitative research questions, select appropriate research designs, define sampling strategies, and choose suitable data collection methods, such as interviews, focus groups, observation, and document analysis. 

Given the limited duration, the session will focus on the most essential concepts and practical decisions involved in planning a qualitative study. Particular attention will be given to methodological rigor, including credibility, transferability, dependability, and confirmability, as well as to common challenges faced by students when applying qualitative methods in master’s dissertations and doctoral theses. 

By the end of the workshop, participants should have a clear introductory understanding of qualitative research and be better prepared to make informed methodological choices in their own research projects. The workshop is especially relevant for students in social sciences, education, health, management, information systems, and related interdisciplinary areas.   

This event focuses on how researchers can collect and analyze visual data for research papers as an alternative to quantitative methods (surveys) and qualitative approaches (interviews). Visual data help uncover individuals’ conceptualizations of complex situations, revealing hidden contextual influences and previously unarticulated perspectives. When researchers aim to capture complexity, visual methods assist decision-makers in avoiding oversimplifications and fostering deeper engagement in the research process. Two key visual data collection methods will be explored: (i) the Rich Picture (RP) technique, where participants create sketches by hand or digitally, and (ii) auto-driven photo elicitation interviews (PEI), where participants take photographs to discuss their thoughts and experiences. The session will also cover reviewer perceptions of visual data and strategies for ensuring analytical rigour. This event is ideal for researchers interested in new data collection methods, those seeking to complement quantitative approaches with qualitative insights, and reviewers keen on understanding visual data methodologies. Attendees will gain a deeper understanding of available visual methods, develop stronger analyses of non-quantitative data, and learn techniques to enhance analytical rigor.  

Empowering Young Scholars to Publish in Top Journals Through Editors' Wisdom and the Reviewers' Lens

Workshop leader: Professor Ajay Manrai

Overview: Publishing in high-quality academic journals is a critical milestone in a scholar’s career, yet the path to publication is often complex and competitive. This talk shares key insights and practical strategies drawn from editorial experience to help researchers improve their chances of success in the peer-review process. We will explore essential components of a strong manuscript, including developing original research questions, methodological rigor, coherent theoretical contributions, and clearly articulated managerial and societal relevance, especially within global marketing and international business. The session will also address common reasons for desk rejections and provide actionable tips on positioning a paper, responding effectively to reviewer feedback, and navigating the revise-and-resubmit process. While examples are referenced in the Journal of Global Marketing, the recommendations will be broadly relevant to various marketing and international business journals.