Wordle: A method for analysing MBA student induction experience

This paper examines the use of an innovative qualitative research tool, the Wordle, in the context of management education. Wordle is a free visual presentation software application that allows researchers to produce word clouds which provide an understanding of informant narrative. Wordles are visually attractive and fast to produce. They provide a preliminary research tool that can stimulate further research or focus. The paper presents a case study set in the context of a management education programme, the MBA, where it was found that the use of Wordles quickly and effectively highlighted both positive and negative areas in the student experience at the induction stage of their course. This allowed the programme team to explore elements with their cohort in order to build on areas of strength or address areas that were identified as issues.