Category name	Nominal/Ordinal	Values	Definition/Basic encoding rules	Anchor Example	Further encoding rules/Depth
Experiences concerning video-based learning	Nominal	–	This category must be coded if the interviewee mentions any experience concerning video-based learning, including best-case and worst-case experiences.	‘And that’s when I really went under the covers because that was just badly presented and I just stopped after two videos because I just got the crisis. But if videos are well prepared and presented in a summarizing way, I think it would make a lot of sense.’	–
Experiences concerning text-based learning	Nominal	–	This category must be coded if the interviewee mentions any experience concerning text-based learning, including best-case and worst-case experiences.	‘Sometimes I find it more pleasant to have a text, because you can jump back and forth at your own pace.’	–
Khan style	Ordinal	C1 endorses Khan style C2 ambivalent about Khan style C3 opposes Khan style	This category must be coded if the interview content deals with Khan style in the sense of implementing step-by-step written explanations/development of content OR in the sense of subsequent text animations.	‘Take notes on a tablet and the integrate that in eLearning. Yes, that’s it.’	Respect all commentaries and opinions on Khan style. Code every reaction after the interviewer’s question about Khan style.
Animations	Ordinal	C1 endorses subsequent animations C2 ambivalent about subsequent animations C3 opposes subsequent animations	This category must be coded if the interviewee mentions aspects concerning subsequent animations.	‘It’s cool for schematics if they build up one after the other’	Respect all commentaries and opinions on animations. Code every reaction after the interviewer’s question about animations.
Medical examples vs. everyday-life examples	Ordinal	C1 endorses medical examples C2 ambivalent about medical or everyday-life examples C3 endorses everyday-life examples	This category must be coded if the interviewee mentions his/her opinion on examples in education OR mentions aspects concerning this topic.	‘[I’d appreciate] both; first, I would look at everyday life and then at what helps me later in my job’	Respect all commentaries and opinions on examples. Code every reaction after the interviewer’s question about examples.
Testing	Ordinal	C1 endorses repeated self-testing C2 ambivalent about repeated self-testing C3 opposes repeated self-testing	This category must be coded if the interviewee mentions his/her opinion on self-testing OR mentions aspects concerning this topic.	‘Well, I have to say that for me personally, I always perceived that [self-tests were] very helpful. You had the question, could immediately think about it, and then got the feedback directly.’	Respect all commentaries and opinions on self-testing OR testing in eLearning. Code every reaction after the interviewer’s question about examples.
Games (Quiz)	Ordinal	C1 endorses games in eLearning C2 ambivalent about games in eLearning C3 opposes games in eLearning	This category must be coded if the interviewee mentions his/her opinion on games in eLearning in general OR mentions aspects regarding player-vs.-player quizzes.	‘That might be a pretty good solution to make it a little more playful and less static. It might not be the way to teach it completely, but I can imagine it as a good start or for recapitulation.’	Respect all commentaries and opinions on games and quizzes OR games in eLearning. Code every reaction after the interviewer’s question about games.
Usability	Nominal	–	This category must be coded if the interviewee mentions anything on usability in eLearning.	‘I would appreciate one to have the system under control so that it doesn’t crash all the time.’	Respect all commentaries and opinions on (perceived) usability in eLearning, including but not limited to best-case and worst-case examples.
Video length	Nominal	–	This category must be coded if the interviewee mentions anything on preferred or opposed length of educative videos.	‘The maximum would be about 15 minutes because, beyond then, I would no longer be attentive. Five minutes is already a good length, but the videos must not be shorter. Something between 5 and 15 minutes.’	Respect all commentaries and opinions on the duration of education videos, including but not limited to best-case and worst-case examples and conditions that might affect the opinions.
Talking Head	Ordinal	C1 endorses ‘talking head’ in videos C2 ambivalent about ‘talking head’ in videos C3 opposes ‘talking head’ in videos	This category must be coded if the interviewee mentions anything about the lecturer’s/creator’s on-screen presence in educational video and his/her perception of this.	‘I don’t care to see the speaker – it can be good, but it doesn’t have to be’	Respect all commentaries and opinions on a ‘talking head’ in educational videos and conditions that might affect the opinions.