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Storm J. Russell
Canadian Fitness and Lifestyle Research Institute
In the last several years there has been an increase in the amount of qualitative
research using in-depth interviews and comprehensive content analyses in
sport psychology. However, no explicit method has been provided to deal
with the large amount of unstructured data. This article provides common
guidelines for organizing and interpreting unstructured data. Two main opera-
tions are suggested and discussed: first, coding meaningful text segments, or
creating tags, and second, regrouping similar text segments, or creating catego-
ries. Furthermore, software programs for the microcomputer are presented as
a way to facilitate the organization and interpretation of qualitative data.
J. CBtC, J.H. Salmela, and A. Baria are with the School of Human Kinetics at the
University of Ottawa, 125 University, Ottawa, ON Canada KIN 6N5. S.J. Russell is with
the Canadian Fitness and Lifestyle Research Institute, 1600 Naismith Dr., Gloucester,
ON Canada KIB 5N4.
128 Ceti, Salmela, Baria, and Russell
not have to be objective and impartial as in orthodox science, but instead remains
bound to the object of study and contest in which the study takes place.
This kind of research differs fundamentally in conception and procedure
from orthodox science in which the variables are operationalized and predeter-
mined hypotheses are tested to fulfill the ultimate objective of generalization.
The methods of orthodox science treat the social world as if it were hard. external,
and objective, focusing upon an analysis of relationships and regularities between
various concepts of elements of the individuals under study and using different
quantitative techniques for analysis. In the methods of orthodox science, the
researcher's role is different from the heuristic paradigm in that it is to remain
detached from the investigation process (Burrell & Morgan, 1979; Dewar &
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Horn, 1992; Martens, 1987). For further discussion on the methodological and
epistemological differences between orthodox and heuristic methods of scientific
inquiry in sport psychology, see Martens (1987) and Dewar and Horn (1992).
It has been recently suggested that more heuristic methods of investigations,
such as idiographic approaches, are needed in sport psychology to gain a better
understanding of human behaviors in sport and exercise settings (Dewar & Horn,
1992; Martens, 1987; Strean & Roberts, 1992). These authors asserted that
research in sport psychology should put more emphasis on experiential knowledge
and recommended different idiographic approaches of investigation. The idio-
graphic approach, which includes in-depth interviews and comprehensive content
analysis of a person's oral or written records, has been extensively used by sport
psychologists in the last several years (Cohn, 1990, 1991; Orlick & Partington,
1988; Partington & Orlick, 1991; Russell, 1990; Russell & Salmela, 1992; Sal-
mela, Russell, C6t6, & Baria, 1991; Scanlan, Stein, & Ravizza, 1989, 1991;
Weiss, Barber, Sisley, & Ebbeck, 1991). Although these authors provide adequate
methodological descriptions in their studies, there is often a lack of clarity and
precision in the procedure employed for the data organization and analysis.
Keeping in mind that qualitative analysis remains a flexible process, the
guidelines which will be presented in this paper are aimed at structuring the
procedures of qualitative analysis, thus increasing the trustworthiness of the
qualitative research process. Although there is no one correct way of analyzing
qualitative data, it is essential that qualitative researchers provide a detailed
description of the procedures, decision criteria, and data manipulation that allow
them to present the final results of a study. This paper will try to systematize a
procedure used to analyze unstructured qualitative data. In addition, software
tools for microcomputers will be presented as a way to facilitate the organization
and intrepretation of qualitative data.
In an extensive review of the different kinds of qualitative analysis, Tesch
(1990) distinguishes between two main approaches: interpretational qualitative
analysis and structural qualitative analysis. Using Tesch's words, "The interpreta-
tional researcher overlays a structure of her or his own making on the data as a
device for rendering the phenomenon under study easier to grasp" (p. 103). On
the other hand, "Structural analysts assume that the structure is actually inherent
or contained in the data and the researcher's job is to uncover it" (p. 103).
Structural analysis means that there are words, categories, or patterns that
are determined before the analysis; the function of the researcher is to retrieve
and make sense of that information throughout the data by working with a set
of relationships whose nature is well established. unlike-the episodes or text
Unstructured Qualitative Data 129
their similarity, so that the data in each category are similar to each other yet
distinct from the other categories of data (Smith, 1990). This characteristic of a
category can be referred to as its internal homogeneity and external heterogeneity
(Patton, 1980).
According to Tesch (1990) categories for sorting the segments must remain
flexible during the analysis process. Because categories are developed mostly
from the data, they can be modified and refined until a satisfactory system is
established. For example, in the Salmela et al. (1991) study, the three categories
mentioned before ("qualities of a good coach," "training other coaches," and
"sources of acquiring knowledge") were regrouped into a higher level category
entitled "coach development." An important factor which limits the list of
categories is that the organizing system becomes theoretically saturated (Glaser &
Strauss, 1967). Theoretical saturation is reached when the categorizing of new
data fits adequately into the existing organizing system without the emergence
of new themes or categories.
The second part of the analysis, creating categories, can also be accom-
plished manually by giving numbers to the categories and assigning the appro-
priate number to each meaning unit on the transcript. The process of
recontextualizing each meaning unit into the organizing system can be done by
cutting and pasting each meaning unit into different piles representing categories.
Another method of recontextualizing meaning units into categories is to use a
file-card system (Bodgan & Biklen, 1982; Tesch, 1990). The first task of the
coder in this process i s to number each data document and each line of the
interview transcripts page by page. Then, a set of file cards representing each
major category can be used when the coder reads through the data. The operation
of categorization would then be reduced to writing the data document number
with the corresponding line on the appropriate file cards.
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A method similar to the above is essential for manually organizing and interpre-
ting a large amount of qualitative data. However, because previous sport psychology
studies have never referred to the mechanics of analysis of qualitative data, one can
only assume that some sort of manual procedure such as those described previously
were used to obtain categories or elements which represent the data.
Nevertheless, even with the appropriate method of manual organization,
the chances of error increase with the quantity of data manipulated. Large-scale
studies such as those done by Orlick and Partington (1988) with 75 elite athletes,
Scanlan et al. (1989) with 26 figure skaters, and Weiss et al. (1991) with 28
coaches, require discipline and careful, tedious manipulation by the coders. Errors
in tagging or categorizing are potentially frequent and are often difficult to detect.
Furthermore, the researcher who analyzes large sets of complex qualitative data
by hand may encounter time-consuming problems such as (a) losing the source
of a meaning unit, (b) facing a decontextualized meaning unit that does not have
any meaning out of its original context, (c) putting the same meaning unit in
more than one category, (d) making changes on the content of a category by
moving meaning units from one category to the other, and (e) renaming or
redefining a category.
These examples, which are not uncommon in interpretational qualitative
analyses, can be attenuated with content analysis computer programs. Electronic
data handling allows the analyst to use some functions such as searching and
replacing which facilitate the operations involved in organizing and interpreting
large sets of qualitative data.
programs and where to purchase them, see Tesch (1990) and Hess-Biber, Dupuis,
and Kinder (1990). Although these programs share similar procedures in the
analysis of qualitative data, HyperQual (Padilla, 1989) and its application with
interpretational qualitative analysis will be discussed in more detail.
Creating Tags With HyperQual. With HyperQual, two operations are
involved in the creation of tags: The coder first must select a meaningful text
segment and, second, assign an appropriate tag. HyperQual, as well as most of
the other qualitative analysis programs, permits the user to apply more than one
tag to a text segment. This feature is important because a text segment can be
relevant to more than one category. After these operations, the meaning units
with their corresponding tags are sent automatically to an output file for later
examination or printing. Since the organizing system is subject to change during
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are available when printing a document; for example, the source, tags, meaning
units and card number can all appear in or be left out of the document.
Qualitative analysis programs like HyperQual can be very practical for
interpretational qualitative analysis, as well as for structural qualitative analysis.
For instance, HyperQual has a function to search for a particular idea or concept.
The coder needs to provide key words and the program automatically filters the
data, finds the word and dumps the key word and two lines that precede and follow
into an existing or new folder. This recontextualization feature is convenient when
certain emerging patterns have been previously established in the data analysis
process.
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Summary
This paper outlines the increasing importance of the heuristic paradigm in sport
psychology by focusing on a methodological aspect: qualitative analysis. Two
main operations for analyzing unstructured qualitative data have been suggested
and discussed: First creating tags or coding meaningful text segments, and second,
creating categories or regrouping similar text segments. Although these guidelines
can systematize the interpretational qualitative analysis procedures, they do not
rigidly standardize qualitative analysis methods. Thus, qualitative analysis re-
mains a flexible process which can be adapted to the individual under study and
to various research problems.
The use of the computer to facilitate the qualitative research process along
with some examples of software tools that help in the organization and interpreta-
tion of unstructured qualitative data have been provided. Although the assistance
136 C6t6, Salmeh, Baria, and Russell
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Acknowledgments
The authors wish to thank Kristin CGtC for her assistance and constructive comments
during the writing of this manuscript and Dr. Pierre Trudel for his knowledge of qualitative
data software programs.