1. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.1 Chapter 15: Analysing Qualitative Data

2. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.2 Contents Introduction: Data collection, analysis, storage Case study example Manual methods Qualitative analysis using computer software NVivo

3. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.3 A.START Explanation/ hypotheses/ theory/ research questions Data collection B. Observation/ description C. Analysis The literature and informal observation Traditional deductive/ quantitative model Figure 15.1 Qualitative data collection and analysis

4. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.4 A.START: Explanation/ hypotheses/ theory/ research questions On-going Data collection B. Observation/ description D. Refinement of hypotheses/ research questions The literature and informal observation Inductive/ qualitative model F. Final analysis C. Analysis Data collection E. Continuing observation/ description Figure 15.1 Qualitative data collection and analysis (Continued)

5. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.5 Data storage and confidentiality As discussed under ‘Research ethics’ Problems when respondents name names

6. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.6 Case study example: CS 15.1 Activity choice qualitative study: used to illustrate analysis methods A conceptual framework diagram: Figure 15.1 Three interview transcripts: Mark, Donna and Lee – copies available on-line

7. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.7 Outline conceptual framework Activity choice affected by a variety of factors Figure 15.2 Outline conceptual framework for qualitative study of activity choice

8. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.8 Case study transcripts: example Mark (Age 22, Male, Student, Income £8K) Q. What would you say is your most time-consuming leisure activity outside of the home at present? Well, I would say it's playing football, at least during the season. While the football's on, because of training twice a week and needing to be fairly serious about keeping fit I don't do much else: I probably only go to a pub once - or at most twice - a week. I don't have the time or the money to do much more. Q. How were you introduced to football? Oh, I've always played... since I could run around I suppose. My dad says he spotted my talent - so-called - when I was a toddler, but it was one of the teachers at primary school that really encouraged me. He persuaded my mum to take me to a coaching clinic when I was about 8 or 9, then I got into the local under-11s. Figure 15.3 Interview transcript extracts

9. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.9 Case study transcripts: example: with coding Mark (Age 22, Male, Student, Income £8K) CODING Q. What would you say is your most time-consuming leisure activity outside of the home at present? Act.: Sport - football Constraint: Commitments, Need to keep fit, Time, Money Well, I would say it's playing football, at least during the season. While the football's on, because of training twice a week and needing to be fairly serious about keeping fit I don't do much else: I probably only go to a pub once - or at most twice - a week. I don't have the time or the money to do much more. Q. How were you introduced to football? Influence: Parent+ Teacher ++ Event: Coaching clinic Oh, I've always played... since I could run around I suppose. My dad says he spotted my talent - so-called - when I was a toddler, but it was one of the teachers at primary school that really encouraged me. He persuaded my mum to take me to a coaching clinic when I was about 8 or 9, then I got into the local under-11s. Figure 15.3 Interview transcript extracts (Continued)

10. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.10 Manual analysis Importance of reading/re-reading transcripts Identification of emergent themes (similar to variables in quantitative research) Themes may –arise from conceptual framework/ research questions - therefore searched for deductively, or –emerge unprompted, inductively Themes ‘flagged’ by researcher – as in column 1 of Figure 15.3 Can result in a more developed conceptual frame- work – see Figure 15.4

11. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.11 Figure 15.4 Developed conceptual framework

12. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.12 Manual analysis: mechanics Flagging of transcripts (as in Figure 15.3) –In margins –Use of colour coding –‘Post-it’ notes –Cards Cataloguing, e.g. –Constraint - time: Mark: p. 2, para. 3, –Anna: p. 7 para. 4 –Constraint - money:Mark; p. 2, para. 3 Searching/flagging/cataloguing can be aided using Word-processor ‘search’ facility

13. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.13 Analysis Numbers not important Emphasis on differences rather than similarities Some analysis parallel to quantitative analysis – e.g. Crosstabulation – see Figure 15.5

14. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.14 Figure 15.5 ‘Crosstabulation’ of qualitative data

15. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.15 Qualitative analysis using computer software Use of computer-aided qualitative data analysis software (CAQDAS) Used here: Nvivo (Version 8) –Package from QSR (Qualitative Solutions and Research Pty Ltd) –Includes N6 (updated version of the well-known NUD*IST),and XSight for market researchers –See www.qsrinternational.comwww.qsrinternational.com Nvivo is used because it is effective and is one of the most well-known packages: use in this book does not imply endorsement of it as the ‘best available’

16. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.16 Specify attributes Create project AnalysisCode documents Modelling Cases and attributes Import documents Design coding system Link cases and documents Figure 15.6 NVivo procedures covered

17. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.17 Nvivo terminology In the Activity Choice study: Cases = the three interviewees: Mark, Donna, Lee Attributes = cases’ age, gender, economic status, income Documents = the interview transcripts Importing documents Coding system = specifying of concepts as in a conceptual framework, as in Figure 15.4 Project = a named (Activity Choice) set of interlinked files, containing details of cases, attributes, coding systems and documents related to a research project Modelling = diagrammatic presentation of conceptual framework, as in Figure 15.4

18. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 15.18 Note to teachers The best approach from here on is to ‘go live’ with NVivo with the example data pre-loaded onto your computer and follow the procedures in the book If this is not possible and you wish to proceed to provide an overview using PowerPoint, the Figures from the book are included in the following slides