(prior to the CCT Conference, July 9-12, Irvine, CA)

The Queen Mary Hotel, Long Beach, CA July 7-9, 2017

Organizers: Cele Otnes, University of Illinois at Urbana-Champaign; Markus Giesler, York University, Linda Tuncay Zayer, Loyola University Chicago

Sponsors: Consumer Culture Theory Consortium, Association for Consumer Research, others TBA

Submission Deadline:  January 10, 2017.

Notification:  First week of April, 2017

Submit your proposals by email to:

Please use the above address only to submit application materials. Please address any questions to: Cele Otnes (, Markus Giesler ( and Linda Tuncay Zayer ( Please do not use the qda email address for questions).

Description: The QDA Workshop is a biennial event offering hands-on mentoring and practice in the analysis, interpretation and writing of qualitative consumer research. It features intensive work sessions that vary in size and mission, depending on the applicant’s level of expertise and stage of the submitted focal project (see next section). Working with senior mentors, teams will tackle issues such as: interpretive problems, iterative cycling from data/literature/theory, and moving from findings to theoretical contributions. Here, qualitative approaches are broadly construed, and include interpretive, ethnographic, videographic, netnographic, semiotic, and phenomenological projects in consumer research. Participants will 1) gain knowledge and practice active mastery of skills in analyzing/interpreting qualitative data; 2) pursue solutions to specific, thorny issues within their research projects; 3) forge relationships with participants and mentors within the CCT community; and 4) improve the quality of their research submissions for publication outlets.

QDA begins with registration at 4 p.m. July 7, followed by reception and keynote; it concludes July 9 by 1 p.m. to allow for transition to the CCT conference

Intended Audience: QDA participants typically are doctoral students pursuing degrees in marketing or related fields, who are pursuing research agendas that relate to the work described under the rubric of Consumer Culture Theory (Arnould and Thompson, 2005, JCR, v. 31, no. 4). Priority is given to doctoral students; if space permits, faculty applications from those in the early stages of their careers (e.g., tenure track, but not yet having achieved tenure) may be accommodated as well.

New for 2017: Tier I and Tier II Mentoring

For 2017, QDA is piloting a two-track approach, with the goal of providing feedback and outcomes that are directly related to the need of participants. Application requirements follow description of the tracks.

TRACK I: is designed for students and scholars at the earlier stages of their careers, who are less familiar and experienced with qualitative research. Following the positive feedback of this approach in the 2015 QDA, Track I scholars will be most likely be assigned one mentor. Prior to QDA, s/he will read the participant’s project-related material, and will be prepared to address the issues and challenges pertaining to analysis and writing for the project in intensive work sessions.

Goal for Track I participants: leave the QDA workshop with a strategy/tactics for analyzing data.

TRACK II: is for participants at the more advanced stages (e.g., close to, or having passed their dissertation defenses) in their doctoral studies, and who can submit an article being prepared for revision for a journal (with revisions for top journals in the field encouraged). Track II scholars will be assigned two mentors. They will read the revision in advance, discuss revision strategies with each other prior to the conference, and work with the mentee to iron out actionable solutions and responses to reviews to help the paper move successfully through the review process.

Goal for Track II participants: leave the QDA workshop with an actionable revision strategy/tactics.

Mentor/mentee interactions comprise most of the QDA workshop schedule, all participants will come together for sessions such as: 1) a post-reception evening keynote on July 7; 2) Meals and organized discussions at some meals; 3) panels 4) presentations of interest to all.

Submission Requirements:

For Tier I: Applicants must have collected a significant amount of data in order to benefit from this workshop and already be in the process of analyzing it. Applicants should submit a five-page synopsis of one research project. Page one should describe the data set and offer specific examples of the data set that the applicant will be able to provide to his/her assigned mentor by May 1, 2015. Please also include a current vita. The remainder of the proposal should also address the desired target audience/journal for the research, data collection method, conceptual proposition, theoretical ancestry, anticipated contributions, ideas for the discussion, major challenges encountered during data analysis and interpretation, and aims for the workshop.

On May 1, 2015, all successful applicants will be required to disseminate a portion of their data set (20-25 single-space pages maximum; details will be provided upon acceptance) to faculty mentors. Applicants will also need to submit a list of questions/problems they wish to pursue at QDA when they submit their data sets.

For Tier II: Applicants will submit a journal article that has already been submitted and returned for revision but not rejection. Applicants should submit a two-page summary of the recommendations by the AE and the Editor and the major and minor issues (eliminating those a copyeditor can resolve) in the reviews. Applicants should combine redundancies across reviews and identify key areas where the reviewers disagree. Applicants need not submit the actual reviews they receive.

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Faculty of Media & Communication, Bournemouth University