Research Methods for Business 1 Chapter 16 Qualitative Data Analysis © 2012 John Wiley & Sons Ltd. www.wiley.com/college/sekaran.

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Research Methods for Business 1 Chapter 16 Qualitative Data Analysis © 2012 John Wiley & Sons Ltd.

Research Methods for Business Qualitative Data Qualitative data: data in the form of words. Examples: interview notes, transcripts of focus groups, answers to open-ended questions, transcription of video recordings, accounts of experiences with a product on the internet, news articles, and the like. © 2012 John Wiley & Sons Ltd.

Research Methods for Business Analysis of Qualitative Data The analysis of qualitative data is aimed at making valid inferences from the often overwhelming amount of collected data. Steps: – data reduction – data display – drawing and verifying conclusions © 2012 John Wiley & Sons Ltd.

Research Methods for Business Data Reduction Coding: the analytic process through which the qualitative data that you have gathered are reduced, rearranged, and integrated to form theory. Categorization: is the process of organizing, arranging, and classifying coding units. © 2012 John Wiley & Sons Ltd.

Research Methods for Business Data Display Data display: taking your reduced data and displaying them in an organized, condensed manner. Examples: charts, matrices, diagrams, graphs, frequently mentioned phrases, and/or drawings. © 2012 John Wiley & Sons Ltd.

Research Methods for Business Drawing Conclusions At this point where you answer your research questions by determining what identified themes stand for, by thinking about explanations for observed patterns and relationships, or by making contrasts and comparisons. © 2012 John Wiley & Sons Ltd.

Research Methods for Business Reliability in Qualitative Research Category reliability “depends on the analyst’s ability to formulate categories and present to competent judges definitions of the categories so they will agree on which items of a certain population belong in a category and which do not.” (Kassarjian, 1977, p. 14). Interjudge reliability can be defined degree of consistency between coders processing the same data (Kassarjian 1977). © 2012 John Wiley & Sons Ltd.

Research Methods for Business Validity in Qualitative Research Validity refers to the extent to which the qualitative research results: – accurately represent the collected data (internal validity) – can be generalized or transferred to other contexts or settings (external validity). © 2012 John Wiley & Sons Ltd.