Qualitative Analysis and Research Methods Overview

goal of qualitative analysis

Let themes and patterns emerge from raw, nonnumeric data.

codebook

A list of codes with clear definitions used to label data segments.

open coding

Breaking data into segments and assigning descriptive labels.

axial coding

Grouping related codes into broader categories.

selective coding

Identifying core themes and building a cohesive narrative.

availability heuristic

Judging likelihood based on recent or vivid examples.

serial position effect

Remembering the first and last items in a list best.

anchoring effect

Relying heavily on the first number you see when making estimates.

framing effect

Making different choices depending on whether information is presented as a gain or a loss.

confirmation bias

Seeking out or remembering information that matches your beliefs.

halo and horns effects

Letting one positive (halo) or negative (horns) trait influence your view of other traits.

fundamental attribution error

Blaming a person's character instead of situational factors for their actions.

open‑ended survey question

A question that allows free‑text responses for detailed feedback.

closed‑ended survey question

A question with fixed response options like multiple choice or Likert scales.

quality of a good survey question

It asks about one idea at a time without double negatives or bias.

acquiescence bias

The tendency to agree with every statement in a survey.

non‑differentiation bias

Selecting the same response across a set of questions.

reducing acquiescence or fence‑sitting

Mix positive and negative wording and include attention checks.

structured interview

An interview with a fixed set of scripted questions and no follow‑ups.

semistructured interview

An interview with a guide of questions plus flexibility for probes.

unstructured interview

An open conversation with little to no preset questions.

focus group

A focus group gathers multiple participants in a discussion, while an interview is one‑on‑one.

probes during interviews

To encourage participants to expand on answers and clarify meaning.

diary study

Participants record entries over days or weeks about experiences or behaviors.

advantage of a diary study

Captures real‑time data in natural settings, reducing recall bias.

disadvantage of a diary study

High participant burden can lead to incomplete entries.

edge case in case study research

An unusual or extreme example chosen to reveal hidden insights.

critical case

A crucial example that can inform broader understanding if it succeeds or fails.

holistic case study

Examining a single unit of analysis, like one organization, in depth.

embedded case study

Studying multiple subunits within one larger case, like teams within a company.

ethnography

Involves living with or observing a group to understand culture, while case studies focus on an in‑depth analysis without researcher participation.

strength of automated data collection

Captures large volumes of objective, time‑stamped behavior data with minimal effort.

weakness of automated data collection

Data often lack context and require extensive cleaning and interpretation.