Chapter 9 Qualitative Data Analysis Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

9-2 Learning Objectives Contrast qualitative and quantitative data analyses Explain the steps in qualitative data analysis Describe the processes of categorizing and coding data and developing theory Clarify how credibility is established in qualitative data analysis Discuss the steps involved in writing a qualitative research report

9-3 Nature of Qualitative Data Analysis Qualitative research is useful in providing knowledge for decision makers – When the purpose of a research project is to better understand psychoanalytical or cultural phenomena

9-4 Qualitative Versus Quantitative Analyses Qualitative Data Textual and visual Goal - to understand the analysis Ongoing and iterative Employs member checking Inductive in nature Quantitative Data Numerical Goal - to quantify magnitude of variables and relationships Guided entirely by the researchers

9-5 Member Checking Asking key informants to read the researcher’s report to verify that the analysis is accurate

9-6 The Process of Analyzing Qualitative Data Researchers engage in a three-step process of analysis: – Data reduction – Data display – Conclusion drawing/verification

9-7 Exhibit Components of Data Analysis: An Interactive Model

9-8 Step 1: Data Reduction Categorization and coding of data that is part of the theory development process in qualitative data analysis – Consists of many interrelated processes: Categorization and coding Comparison Theory building Iteration and negative case analysis The role of tabulation

9-9 CategorizationPlacing portions of transcripts into similar groups based on their content Code SheetLists the different themes or categories for a particular study CodesLabels or numbers that are used to track categories in a qualitative study ComparisonDeveloping and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants IntegrationMoving from the identification of themes and categories to the development of theory Relevant Key Terms

9-10 RecursiveA relationship in which a variable can both cause and be caused by the same variable Selective Coding Building a storyline around one core category or theme; the other categories will be related to or subsumed to this central overarching category IterationWorking through the data several times in order to modify early ideas MemoingWriting down thoughts as soon as possible after each interview, focus group, or site visit Negative Case Analysis Deliberately looking for cases and instances that contradict the ideas and theories that researchers have been developing Relevant Key Terms

9-11 Step 2: Data Display Common types of displays: – A table that explains central themes in the study – A diagram that suggests relationships between variables – A matrix including quotes for various themes from representative informants

9-12 Step 3: Conclusion Drawing/Verification Credibility in qualitative research – Emic validity: Affirms that key members within a culture or subculture agree with the findings of a research report – Cross-researcher reliability: The degree of similarity in the coding of the same data by different researchers

9-13 Step 3: Conclusion Drawing/Verification Credibility: The degree of rigor, believability, and trustworthiness established by qualitative research – 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

9-14 Step 3: Conclusion Drawing/Verification Peer review: A process in which external qualitative methodology or topic area specialists are asked to review the research analysis

9-15 Exhibit Threats to Drawing Credible Conclusions in Qualitative Analysis

9-16 Writing the Report Contains three sections: – Introduction Research objectives Research questions Description of research methods – Analysis of the data/findings Literature review and relevant secondary data Data displays Interpretation and summary of the findings – Conclusions and recommendations

9-17 Writing the Report The methodology section of a qualitative 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

9-18 Writing the Report – Number of informants and informant characteristics – Number of focus groups, interviews, transcripts – Total number of pages, pictures, videos, and researcher memos – Procedures used to ensure systematic data collection and analysis – Procedures used for negative case analyses – Limitations of methods

9-19 Writing the Report Analysis of the data/findings – 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

9-20 Exhibit Making Recommendations Based on Qualitative Research When Magnitude Matters