Chapter 9; Qualitative Data Analysis

Qualitative research

When the purpose of a research project is to better understand psychoanalytical or cultural phenomena.

• Useful in providing knowledge for decision makers

• Sometimes criticized as “soft”, lacking rigor, or being inferior to quantitative data analysis.

  • Think of words instead of numbers

    • Textual and visual, ongoing and iterative, employs member checking, goal - understanding

Member Checking

Asking key informants to read the researcher’s report to verify that the analysis is accurate.

The 3 Step Process of Analysis

1. Data reduction

2. Data display

3. Conclusion drawing/verification

This process is interactive and iterative in nature

Data Reduction

Step 1

• Basically, this is the content analysis

• Consists of many interrelated processes (starting with transcript):

  • categorization & coding, comparison, theory building, iteration & negative case analysis, the role of tabulation

Tabulation

Keeps the researcher honest

• Ex: Only focusing on specific things you like about the place (coffee from 7brew).

Categorization and Coding

Finding categories in the data.

• Ex: Restaurant and researching food quality → FQ

Iteration and Negative Case Analysis

Give a parameter.

• Ex: Students only drink on the Thursday special drink night.

Data Display

Step 2

Examples:

• A table that explains central themes in the study

• A diagram that suggest variable relationships

• A matrix including quotes (verbatims) for various themes from representative informants.

Conclusion Drawing / Verification

• Checking for common biases.

• Types of Credibility

  • Emic validity

  • Cross-researcher reliability

  • Triangulation

  • Peer-review

Credibility

The degree of rigor, believability, and trustworthiness established by qualitative research.

Emic Validity

Affirms that key members within a culture or subculture agree with the findings of a research report (member checking)

Cross-researcher reliability

The degree of similarity in the coding of the same data by different researchers (interrater reliability).

Triangulation

Addressing the analysis from multiple perspectives.

• Using:

  • Data collection and analysis

  • Multiple data sets

  • Multiple researchers

  • Multiple time periods

  • Different kinds of relevant research informants

Peer-review

A process in which external qualitative methodology or topic area specialists are asked to review the research analysis.

Writing the Report

• Introduction (research objectives/questions)

• Literature review and relevant secondary data

• Description of research design/method

• Analysis of the data/findings (Data displays, interpretation and summary of the findings)

• Conclusions and recommendations.

Methodology section of a report

Contains:

• Topics covered and materials used in questioning

• Locations, dates, times, and context of observation

• Number of researchers involved and degree of involvement

• Procedure for choosing informants

Analysis of the Data/Findings in Report

• Sequence of reported findings should be written in a way that is logical and persuasive.

• Data displays that summarize, clarify, or provide evidence for assertions should be included with the report.

Verbatims

Quotes from research participants that are used in research reports.