QUALITATIVE DATA

ANALYSIS

.
 WHAT IS QUALITATIVE
ANALYSIS?
• It is the non-numerical examination and
interpretation of observations.

• Theorizing and analysis are tightly interwoven.

• The primary activity of analysis is the search

for patterns and explanations for those
patterns.

• The writing process itself is significant for

structuring analysis.
SOME APPROACHES TO QUALITATIVE
ANALYSIS
• Grounded Theory
• (Glaser and Strauss)

• Begins with observations and no preconceived hypotheses

• Seeks to discovers patterns in the data.

• Semiotics
• search for meaning generation of “signs”

• (photos, particular dress i.e. baggy pants, phrases: “feminist”)

• approach often used in content analysis (ads)

• Conversation Analysis
• structure and norms around language and attached significance
and meaning.

• attention to pauses, tone, stuttering etc.

 THE PROCESS

• Data Collection and Transcription

• Data Reduction
• Coding
• Memos

• Anticipatory data reduction

• decisions of what to ask and not ask

• Concept Mapping (Data Displays)

• Writing as analysis
TECHNIQUES OF CODING

• Color Coding

• Writing in Margins

• Word Processing Programs

• Qualitative Data Analysis Programs

 RECORDING AND MANAGING
QUALITATIVE DATA
• Before data can be analyzed, they must be recorded and
then gathered together into a form that makes analysis
possible.

• Data can be recorded in text form, by audio- or videotape,

photographically, and by memory.

• Each recording process has its advantages and

disadvantages.

• Sometimes sacrifice comprehensiveness and accuracy in

favor of recording in a way that is least disruptive of
participants.
• Managing qualitative data can be overwhelming at times.

• As tapes, transcripts, and field notes accumulate, keeping track of everything

can be daunting.

• Making detailed lists of participants' pseudonyms, along with the dates

of their interviews, the date transcription was completed, and so on
will help keep your data orderly.

• Create a file system early on so that you don't drown in piles of paper.

• There is qualitative data analysis software.

 ANALYZING QUALITATIVE DATA
• There are some generic strategies that are part of almost every
approach to data analysis.

• immersion in the data

• doing preliminary and informal analysis

• making analytic memos

• finding codes or themes

• connecting the codes or themes into categories

• searching for confirming and disconfirming evidence

• building a conceptual framework that explains the findings