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Lecture_4_Basics of Data Science

The document outlines various qualitative data collection methods, including one-to-one interviews, focus groups, record keeping, observation, and case studies. It also discusses two main approaches to qualitative data analysis: inductive and deductive, detailing their processes and limitations. Additionally, it highlights the advantages and disadvantages of qualitative data, along with different analysis methods such as content analysis, narrative analysis, discourse analysis, and grounded theory.

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sravane1608
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5 views

Lecture_4_Basics of Data Science

The document outlines various qualitative data collection methods, including one-to-one interviews, focus groups, record keeping, observation, and case studies. It also discusses two main approaches to qualitative data analysis: inductive and deductive, detailing their processes and limitations. Additionally, it highlights the advantages and disadvantages of qualitative data, along with different analysis methods such as content analysis, narrative analysis, discourse analysis, and grounded theory.

Uploaded by

sravane1608
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Program :B.

Sc
Course Code :DS101
Course Name :Basics of Data Science
Qualitative Data
Qualitative Data Collection
Methods- Types of Qualitative Data
1. One-to-One Interviews:
The interviewer or the researcher collects data directly from
the interviewee on a one-to-one basis. The interview may be
informal and unstructured – conversational. Mostly the
open-ended questions are asked spontaneously, with the
interviewer letting the flow of the interview dictate the
questions to be asked.
2. Focus groups:
This is done in a group discussion setting. The group is limited to
6-10 people, and a moderator is assigned to moderate the
ongoing discussion.
Qualitative Data Collection
Methods- Types of Qualitative Data
3. Record keeping
This method makes use of the already existing reliable
documents and similar sources of information as the data source.
This data can be used in the new research. It is similar to going to
a library. There, one can go over books and other reference
material to collect relevant data that can be used in the research.
4. Process of observation
In this qualitative data collection method, the researcher
immerses himself/ herself in the setting where his respondents
are, and keeps a keen eye on the participants and takes down
notes. This is known as the process of observation.
Qualitative Data Collection
Methods- Types of Qualitative Data
5. Case studies
In this method, data is gathered by an in-depth analysis of case
studies. The versatility of this method is demonstrated in how this
method can be used to analyze both simple and complex subjects.
The strength of this method is how judiciously it uses a combination
of one or more qualitative data collection methods to draw
inferences.
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Inductive Approach
2. Deductive Approach

 The main difference between inductive and deductive


reasoning is that inductive reasoning aims at developing a
theory while deductive reasoning aims at testing an existing
theory.
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Inductive Approach
The inductive approach consists of three stages:
i. Observation
 A low-cost airline flight is delayed
 Dogs A and B have fleas
 Elephants depend on water to exist
ii. Observe a pattern
 Another 20 flights from low-cost airlines are delayed
 All observed dogs have fleas
 All observed animals depend on water to exist
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Inductive Approach
The inductive approach consists of three stages:
iii. Develop a theory
 Low cost airlines always have delays
 All dogs have fleas
 All biological life depends on water to exist

Limitations of an inductive approach

A conclusion drawn on the basis of an inductive method can never


be proven, but it can be invalidated.
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Inductive Approach

Example

You observe 1000 flights from low-cost airlines. All of them


experience a delay, which is in line with your theory. However,
you can never prove that flight 1001 will also be delayed. Still,
the larger your dataset, the more reliable the conclusion.
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Deductive Approach
When conducting deductive research, you always start with a
theory (the result of inductive research). Reasoning deductively
means testing these theories. If there is no theory yet, you
cannot conduct deductive research.

The deductive research approach consists of four stages:

i. Start with an existing theory


 Low cost airlines always have delays
 All dogs have fleas
 All biological life depends on water to exist
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Deductive Approach
The deductive research approach consists of four stages:

ii. Formulate a hypothesis based on existing theory


 If passengers fly with a low cost airline, then they will
always experience delays
 All pet dogs in my apartment building have fleas
 All land mammals depend on water to exist
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Deductive Approach
The deductive research approach consists of four stages:

iii. Collect data to test the hypothesis


 Collect flight data of low-cost airlines
 Test all dogs in the building for fleas
 Study all land mammal species to see if they depend on
water
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Deductive Approach
The deductive research approach consists of four stages:

iv. Analyse the results: does the data reject or support the
hypothesis?
 5 out of 100 flights of low-cost airlines are not delayed =
reject hypothesis
 10 out of 20 dogs didn’t have fleas = reject hypothesis
 All land mammal species depend on water = support
hypothesis
Qualitative Data Analysis
Two Main Approaches to Qualitative Data Analysis

1. Deductive Approach
Limitations of a deductive approach

The conclusions of deductive reasoning can only be true if all


the premises set in the inductive study are true and the terms
are clear.
5 Steps to Qualitative Data Analysis

Step 1: Arrange your Data


 Once you have collected all the data, it is largely
unstructured and sometimes makes no sense when
looked at a glance.
 Therefore, it is essential that as a scientist you first need
to transcribe the data collected. The first step in analysing
your data is arranging it systematically.
 Arranging data means converting all the data into a text
format. You can either export the data into a spreadsheet
or manually type in the data or choose from any of the
computer-assisted qualitative data analysis tools.
5 Steps to Qualitative Data Analysis
Step 2: Organize all your Data

 After transforming and arranging your data, the


immediate next step is to organize your data.
 There are chances you most likely have a large amount of
information that still needs to be arranged in an orderly
manner
 organizing the data based on the questions asked
 Arrange your research objective in a table, so it appears
visually clear
 At all costs, avoid temptations of working with
unorganized data. You will end up wasting time, and there
will be no conclusive results obtained.
5 Steps to Qualitative Data Analysis
Step 3: Set a Code to the Data Collected

 Setting up proper codes for the collected data takes you a


step ahead.
 Coding is one of the best ways to compress a tremendous
amount of information collected.
 The coding of qualitative data simply means categorizing
and assigning properties and patterns to the collected
data.
 Coding is an important step in qualitative data analysis,
5 Steps to Qualitative Data Analysis
Step 4: Validate your Data

 Validating the accuracy, clarity, and details of your data is


necessary to mitigate any project defects. Without
validating your data, you run the risk of basing decisions
on data with imperfections that are not accurately
representative of the situation at hand.
 Data type (ex. integer, float, string)
 Range (ex. A number between 35-40)
 Uniqueness (ex. Postal code)
 Consistent expressions (ex. Using one of St., Str,
Street)
 No null values
5 Steps to Qualitative Data Analysis
Step 5: Concluding the Analysis Process
 It is important to finally conclude your data, which means
systematically presenting your data, a report that can be
readily used.
 The report should state the method that you, as a
researcher, used to conduct the research studies, the
positives, and negatives and study limitations.
 In the report, you should also state the
suggestions/inferences of your findings and any related
area for future research.
Advantages of Qualitative Data

1. It helps in-depth analysis


2. Understand what customers think
3. Rich data
Disadvantages of Qualitative Data

1. Time-consuming: As collecting qualitative data is more


time consuming, fewer people are studying in
comparison to collecting quantitative data. Unless time
and budget allow, a smaller sample size is included.
2. Not easy to generalize: Since fewer people are studied,
it is difficult to generalize the results of that population.
3. Dependent on the researcher’s skills: This type of data is
collected through one-to-one interviews, observations,
focus groups, etc. it relies on the researcher’s skills and
experience to collect information from the sample.
Qualitative Data Analysis Methods
 Content analysis:
This is one of the most common methods to analyze qualitative data.
It is used to analyze documented information in the form of texts,
media, or even physical items. When to use this method depends
on the research questions. Content analysis is usually used to
analyze responses from interviewees.
 Narrative analysis
Narrative analysis may focus, for example, on text, media text,
picture, film, music and an environment, which act as a story or have
a story-like structure. ... There exist several variations in narrative
analysis; for example, research which analyzes and theorises
about narrative structures is called narratology.

Narrative is writing that tells a story. It has a sequence of events, the


plot. ... Examples of Narrative: When your friend tells a story about
seeing a deer on the way to school, he or she is using characteristics
of a narrative.
Qualitative Data Analysis Methods
 Discourse analysis

Discourse analysis is a research method for studying written


or spoken language in relation to its social context. It aims to
understand how language is used in real life situations. When
you do discourse analysis, you might focus on: The purposes
and effects of different types of language.

The definition of discourse is a discussion about a topic either


in writing or face to face. An example of discourse is a
professor meeting with a student to discuss a book.
Qualitative Data Analysis Methods
 Grounded theory:

Grounded theory (GT) is a systematic methodology in the


social sciences involving the construction of theories through
methodical gathering and analysis of data. This research
methodology uses inductive reasoning, in contrast to the
hypothetico-deductive model of the scientific method.

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