Doing Verbatims/Open Ended Coding with Precision - Multiple Iterative Approach

May 4, 2014 - PRLog -- Open end coding or Verbatim Analysis is the analysis of text from interviews to derive meaningful information which can be used to get a sense of brand perception, product perception associated problems with product, understanding the buzz and excitement. It also gives brilliant insights into product competition, top of the mind responses about the own and competitor products. This comes under the qualitative research and is useful in various fields like Healthcare, Business, and technology and education research. Coding open ends is a very important process for such a analysis. A lot of technology has been developed to make the coding process simple but none of them can remove the use of human intervention. As the human intervention is necessary, there are always chances of the coded responses to be misinterpreted. Hence addressing the quality issues in coding is very important.

This all explains why SurveyTabs is a pioneer in open ended coding services in India.

Survey Tabs, Bangalore provides quality codes at very affordable rates. These quality codes are most important to understand the sample behavior to represent the whole population.

General Method of coding involves the following methodology.

1.Identification of themes of the responses appearing in the text and making a probable list of code frames
2.Coder assigns according to his perception, each coded responses to the code frames. In case someappears significant number of times, a new code frame is added to the existing list

The second point is an item of debate among the coders as each of the coders has their own perception of the text. Some researchers like Guba and Lincon 1994; Madill, Jordan, and Shirley 2000 argued that the these open ended codes must only be analyzed subjectively and should not be considered for the quantitative measures like reliability.  This view is partly supported by the fact that the according to the cognitive sciences , a human mind has limit to process the complex information.

Survey Tabs supports the view of the other side of the coin where the reliability and quality of coding must be considered to be something which should be quantified. According to the Survey Tabs, getting reliable and accurate codes is not impossible.  Establishing an inter coder reliability is one such measure which can be used to increase the reliability and decrease the variability of the codes across the coders.

Inter coder reliability is a process which is practiced at the various top institutions where coding accuracy is a great matter of concern. Survey Tabs is known name in the field of reliable coding services at cheap prices in India. It serves various clients in India and abroad for these services.

Inter coder reliability has process aims to achieve acceptable levels of quality. To achieve such a quality, the process involves a number of steps.

1.Segmentation of the text Responses
2.Codebook Preparation
3.Coding
4.Assessment of Reliability
5.Codebook Modification
6.Final Coding

Coding, assessment of reliability and Codebook Modifications are conducted several times in a iteration.

For a detailed methodology contact Surveytabs Market Research India at info@surveytabs.com

In one of the Survey tab case study of coding for a British Media Client, it was realized that this method gives us a reliability of 11% more than the conventional methodology. Coder Variability of the responses vary upto 20% after the 1^st iteration but reduces to 2% after 4^th iteration.

Survey Tabs has thus created a niche in Market research services in India and United Kingdom especially in the sectors of media, Pharmaceuticals  etc. which has been acknowledged well in the industry.