Ch. 11/analysis Of Qualitative Data

Front 1

We analyze qualitative data to...

Back 1

-Discover themes, trends and patterns
- NOT for making inferences about general population

Front 2

Qualitative data analysis approach

Back 2

- Describing data
- Data (informants' comments and observation notes) guide the analysis
- Less structured
- In-depth analysis of smaller data set

Front 3

Quantitative data analysis approach

Back 3

- Codifying data (e.g. Content Analysis)
- Researcher's predetermined framework guides the analysis
- More structured
- General patterns of larger data set

Front 4

Challenges

Back 4

- Subjective applications --> difficult to replicate
- Greater dependence on researchers' skills
- Key: systematic approach

Front 5

Analysis Process

Back 5

Review problem definitions --> data examination --> theme identification --> reporting

Front 6

Stage 1: Reviewing Problem Definitions

Back 6

- List of specific areas to be addressed by analysis
- Identify necessary analyses to satisfy info needs
- Evaluate "goodness" of informants: demographics and psychograhpics; provided reliable info; confounding factors

Front 7

Stage 2: (Raw) Data Examination

Back 7

- Be critical and open-minded
- Get familiar with data
- Experience everything about the verbal and nonverbla responses
- Understand the underlying motivations
- Assess the intensity of feelings and opinions
-Understand the consumer, not the comments
- Examine what is not said

Front 8

Stage 3: Theme Identification

Back 8

- Begin with info needs
- Look for any unforseens insights
- Use themes as a framework to organize data into meaningful info
- Record data (verbatim) relevant to each theme
- Evaluate and revise the theme in order to develop a highly accurate descriptor of the data
- Look for interrelationships among themes (meta-themes)

Front 9

Stage 4: Reporting

Back 9

- Focus on meaning and relationship rather than literal description
- Use metathemes as the organizing framework
- Use quotes appropriately
- Do not use numeric descriptions or real names
- Provide alternative explanations rather than arbitrarily selecting one
- The "big picture"

Front 10

What's a cognitive map?

Back 10

Visual representation of the interrelationships between themes

Front 11

Constructing a cognitive map

Back 11

1. Draw a small circle in the center of a large sheet of paper. Write the name of the area, category, etc.
2. Identify three to five broad areas in which findings will be presented.
3. Divide paper into equal sections.
4. Identify area of focus with descriptive label
5. Record most important individual facts or details closest to outside. Move inward and record metathemes.
6. Make it pretty.