EECS 3461 - Week 5A: Qualitative Analysis

Week 5A

What is the main objective of Qualitative Analysis?

To understand the meaning, context, process, and reasoning behind users’ actions and experiences

What are some types of qualitative data?

• Written notes from interviews or observations

• Audio/video recordings

• Diary/journal entries

• Written answers to questionnaires

• Photographs

What insights does qualitative analysis give us?

Gives us insights into thoughts, priorities, processes, intended effects of actions, and feelings/experiences

The purpose of simple Qualitative Analysis:

• Identify recurring patterns or themes in the data

• Categorize data

• Look for critical incidents or notable events

What are the tools used for Qualitative Analysis? (SAM)

Specialized Software, Automatic transcription, Manual transcription

Who said this quote?

Braun and Clarke

What does Thematic Analysis identify?

It identifies patterns or themes in the data

What are some potential Characteristics of Thematic Analysis

• Can be inductive or deductive

• It is an iterative process

The Steps in Thematic Analysis (FASRP)

Familiarize with data → assign preliminary codes → search for themes → review/refine themes → produce a report

How is coding defined in Thematic Analysis?

Assigning a brief label or description to part of the data or transcript

How are themes grouped in Thematic Analysis?

Organize codes into themes, interpret for meaning, draw diagrams to help visualize themes, and re-read transcripts/data

Who defined this statement on Analysis?

Virginia Braun and Victoria Clark

This is an example of

Thematic Analysis

What is Grounded Theory?

The process of collecting and analyzing data integrated into an iterative process, evolving as you go through the process

What is the main goal and focus of Grounded Theory?

Goal: Produce a theory that is grounded in the data

Focus: Understand and prioritize relationships between themes

The steps for Grounded Theory (CEB):

1. Collect Data - gather qualitative data from interviews, observations, other sources

2. Execute the coding process - assign codes and identify patterns and themes

3. Build theory - develop a theory grounded in the collected data based on the patterns and relationships observed

This is an example of a(n)

Affinity Diagram

What is an Affinity Diagram?

An organization tool used to group similar ideas or observations into themes to identify patterns in data

What is Open Coding in Grounded Theory?

Breaking data into smaller parts and assigning labels to identify concepts

What is Axial Coding in Grounded Theory?

Relating and organizing categories by identifying relationships between them

What is Selective Coding in Grounded Theory?

Integrates categories into a central core category/theme from the findings to form a coherent theory

This an example of

Open Coding

This is the process of

Axial Coding

This is the process of

Selective Coding

This is the process of creating an

Affinity Diagram

What is Theory Building in Grounded Theory?

Developing a theory based on the analysis from previous coding processes (open, axial, selective)

What are some limitations on Grounded Theory?

Analysis can be subjective or influenced by researcher’s prior knowledge, context may be lost, and not useful for hypothesis testing

What are the three categories of Interviews (USS)?

Unstructured - No pre-determined set of questions, conversation like, goes in-depth

Semi-structured - Some pre-determined questions, but flexible

Structured - Pre-determined set of questions, guided, standardized interview

What are the 2 most common categories of interviews in HCI (Human-Computer Interaction)?

Semi-structured and unstructured

What are the different types of interview questions? (BBSKFO)

Background, Behaviour, Sensory, Knowledge, Feeling, Opinion