Analysing axial codes in relation to given themes – coding report
The researchers conducted focus group with consumers to investigate their awareness, understanding and attitudes towards food fraud, as well as behavioural intentions, trust parameters, and the importance of traceability (being able to identify and check what is in the food and knowing what happened to it at every stage in the production chain).
“The overarching aim of the consumer research was to investigate consumers’ perceptions and expectations of food fraud. This aim was addressed via three research objectives:
To identify consumers’ awareness, understanding and attitudes towards food fraud
To investigate how consumers currently choose beef and fish products and how they would choose an authentic product
To investigate how important traceability is to consumers in relation to the authenticity of food products.
Part 1 – 500 words (250 words for each theme)
Provide an explanatory account of the relationships between the axial codes and the key theme(s) that, according to your analysis, explains what is ‘going on’ in the data and helps to address the research aim (selective coding).
Provide sufficient evidence of the themes with data extracts
Go beyond description and make an argument in relation to your research question
Extent to which the codes cover the research questions
Mention overlapping data from focus group and interview – what were the mutual opinions or differences?
Part 2 – Scholarly critique
critique of research design and other suggestions for improvement (250 words)
Identify and explain the limitations of the research design
Consider suitable alternative or additional techniques or methods for improvement
You can refer to the uploaded reading for this part
Part 1 – 500 words
a) theme 1 – 250 words
b)theme 2 – 250 words
Provide an explanatory account of the relationships between the axial codes and the key theme(s) that, according to your analysis, explains what is ‘going on’ in the data and helps to address the research aim (selective coding).
Part 2 – 250 words
Scholarly critique – critique of research design and other suggestions for improvement
All of the dataset and details csn be found in coding report brief
Both interview and focus group transcripts are uploaded for you to understand the context
