Qualitative Research: Analysis Of Qualitative Data

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Goals of qualitative data

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attempts to reduce the vast amount of verbal/observational data to a set of well defined and clearly explained patterns and themes.

To produce findings that meaningfully relate to the problem motivating the research and to provide the insights that help individuals make better decisions.

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Qualitative research study

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collects thousands of words that describe respondents' attitudes, express respondents' thoughts and opinions, and communicate respondents' feelings and emotions

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Before examining data

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provide outline and focus for subsequent data analysis
verify types of information to be addressed in finding and conclusion.

(1) review of the research problem and informational needs
(2) an evaluation of the study sample

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Evaluation of the study sample

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confirm that sample processes derived characteristics, is absent of bias/confounding effects
note any limitations/deviations from initial plan

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Data examination

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- goal isn't to determine what the data means
- goal is to become more familiar with the data itself, to experience texture, tone, mood, range, content
- review with open minded (become familiar with what respondents did and said)
- understand reasons underlying attitudes and behaviors (mind reading?)
- understand intensity of feeling and points of view
- understand respondent and not individual responses
- review with a critical eye and ear (respondents tell the truth so accurately report their behaviors

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Reflection (Qual. data)

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final activity in phase of data analysis:
- a time of quiet contemplation: impressions and meanings from the prior review of the data incubate without structure or guidance

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Theme identification

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- a consistent and recurring idea found either explicitly/implicitly in the data
- help us understand trends and patterns suggested by the data

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steps in theme identification

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identify tentative themes
code data
evaluate themes --> Revise Themes --> Code data
develop metathemes

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Theme evaluation and revision

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- determine whether themes should/should not be accepted
- acceptable themes: accurately reflect content of recorded data
- unacceptable themes: does not reflect content of recorded data and therefore must be rejected or revised.

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Three main stages

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activities conducted prior to data examination
entails a review of the data
theme identification, analysis and revision