Abstract
This manuscript examines the potential of bias in qualitative research due to coder gender. It reports a study of gender differences in coding by males and females based on a coding assignment involving written narratives completed by 18 males and 17 females. The study found gender differences in their coding the presence/absence of 10 themes related to gift exchanges and three gender role concepts, as well as differences in intercoder reliabilities based on gender composition of coder pairs. For several hypotheses, differences were opposite those predicted. The surprising findings suggest the complexity of qualitative data and emphasize the need for greater care in its analysis. Specific recommendations are made for researchers using qualitative data, and suggestions for future research are provided.
Original language | English |
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Pages (from-to) | 49-65 |
Number of pages | 17 |
Journal | Marketing Letters |
Volume | 11 |
Issue number | 1 |
Publication status | Published - 2000 |
Keywords
- Coder effects
- Gender differences
- Qualitative data