Qualitative Data Analysis

Qualitative Data Analysis
Qualitative data refers to non-numeric information such as interview transcripts, notes, video and audio
recordings, images and text documents. Qualitative data analysis can be divided into the following five
categories:
1. Content analysis. This refers to the process of categorizing verbal or behavioural data to classify,
summarize and tabulate the data.
2. Narrative analysis. This method involves the reformulation of stories presented by respondents taking
into account context of each case and different experiences of each respondent. In other words, narrative
analysis is the revision of primary qualitative data by researcher.
3. Discourse analysis. A method of analysis of naturally occurring talk and all types of written text.
4. Framework analysis. This is more advanced method that consists of several stages such as
familiarization, identifying a thematic framework, coding, charting, mapping and interpretation.
5. Grounded theory. This method of qualitative data analysis starts with an analysis of a single case to
formulate a theory. Then, additional cases are examined to see if they contribute to the theory.
Qualitative data analysis can be conducted through the following three steps:
Step 1: Developing and Applying Codes. Coding can be explained as categorization of data. A ‘code’ can
be a word or a short phrase that represents a theme or an idea. All codes need to be assigned meaningful
titles. A wide range of non-quantifiable elements such as events, behaviours, activities, meanings etc. can
be coded.
There are three types of coding:
Open coding. The initial organization of raw data to try to make sense of it.
Axial coding. Interconnecting and linking the categories of codes.
Selective coding. Formulating the story through connecting the categories.
Coding can be done manually or using qualitative data analysis software such as
NVivo, Atlas ti 6.0, HyperRESEARCH 2.8, Max QDA and others.
When using manual coding you can use folders, filing cabinets, wallets etc. to gather together materials
that are examples of similar themes or analytic ideas. Manual method of coding in qualitative data analysis
is rightly considered as labour-intensive, time-consuming and outdated.
In computer-based coding, on the other hand, physical files and cabinets are replaced with computer based
directories and files. When choosing software for qualitative data analysis you need to consider a wide
range of factors such as the type and amount of data you need to analyse, time required to master the
software and cost considerations.
Moreover, it is important to get confirmation from your dissertation supervisor prior to application of any
specific qualitative data analysis software.
The following table contains examples of research titles, elements to be coded and identification of relevant
codes:
Research title Elements to be coded Codes

Born or bred: revising The Great Man Born leaders
theory of leadership in the 21st century Leadership practice Made leaders
Leadership effectiveness
A study into advantages and Wholly-owned subsidiaries
disadvantages of various entry Joint-ventures
strategies to Chinese market
Market entry strategies Franchising
Exporting
Licensing
Impacts of CSR programs and initiative Philanthropy

on brand image: a case study of Coca- Supporting charitable courses
Cola Company UK.
Activities, phenomenon Ethical behaviour
Brand awareness
Brand value
An investigation into the ways of Viral messages

customer relationship management in Customer retention
mobile marketing environment
Tactics Popularity of social networking sites
Qualitative data coding
Step 2: Identifying themes, patterns and relationships. Unlike quantitative methods, in qualitative data
analysis there are no universally applicable techniques that can be applied to generate findings. Analytical
and critical thinking skills of researcher plays significant role in data analysis in qualitative studies.
Therefore, no qualitative study can be repeated to generate the same results.
Nevertheless, there is a set of techniques that you can use to identify common themes, patterns and
relationships within responses of sample group members in relation to codes that have been specified in
the previous stage.
Specifically, the most popular and effective methods of qualitative data interpretation include the following:
Word and phrase repetitions – scanning primary data for words and phrases most commonly used by
respondents, as well as, words and phrases used with unusual emotions;
Primary and secondary data comparisons – comparing the findings of interview/focus
group/observation/any other qualitative data collection method with the findings of literature review and
discussing differences between them;
Search for missing information – discussions about which aspects of the issue was not mentioned by
respondents, although you expected them to be mentioned;
Metaphors and analogues – comparing primary research findings to phenomena from a different area and
discussing similarities and differences.
Step 3: Summarizing the data. At this last stage you need to link research findings to hypotheses or
research aim and objectives. When writing data analysis chapter, you can use noteworthy quotations from
the transcript in order to highlight major themes within findings and possible contradictions.
It is important to note that the process of qualitative data analysis described above is general and different
types of qualitative studies may require slightly different methods of data analysis.
https://research-methodology.net/research-methods/data-analysis/qualitative-data-analysis/

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Qualitative Data Analysis

There are three types of coding:

NVivo, Atlas ti 6.0, HyperRESEARCH 2.8, Max QDA and others.

Research title Elements to be coded Codes

Impacts of CSR programs and initiative Philanthropy

An investigation into the ways of Viral messages

Qualitative data coding

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