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Analyzing Qualitative Data

Analyzing Qualitative Data. After The Focus Group…. The researcher is left with a collection of comments from respondents Analyzing qualitative findings means discovering themes, patterns that emerge from these comments. The Rules of Qualitative Analysis.

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Analyzing Qualitative Data

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  1. Analyzing Qualitative Data

  2. After The Focus Group… • The researcher is left with a collection of comments from respondents • Analyzing qualitative findings means discovering themes, patterns that emerge from these comments

  3. The Rules of Qualitative Analysis • “Do the very best with your full intellect to fairly represent the data” • “Communicate what the data reveal given the purpose of the study” • Subjective application of analytical skills is the strength and weakness of qualitative research

  4. Before Analysis… • Review the problem statement • Refresh on informational needs • Evaluate the sample’s “goodness of fit” or limitations • Demographic, psychographic • Absence of bias, confounders

  5. Review The Data • Audio/video tapes, transcripts, notes examined to • Improve data familiarity • Build understanding • Become attuned to intensity, strength of opinions expressed • Be a critical analyst

  6. Uncovering Themes • Review verbatims for patterns in topic areas • Distinguish important themes from unimportant ones • Look for interrelationships among themes

  7. Reporting The Results: The “big picture” • Who were the respondents? • Age, gender, nationality • Education, work experience, etc. • What were they doing? (at any point during the discussion) • Current projects • When was data collected? • Time of day and year • How did it fit into their day? • Where did data collection take place? • Physical surroundings • Geographical location

  8. Reporting The Results: The “big picture” • Why did they participate? • Motivations, both individual and organizational • How was data gathered? • Details of methods – recording, format, who was present, etc.

  9. Reporting The Results • Quotes to illustrate, but no numbers, no names • Alternative explanations • Make connections across respondent comments

  10. Reflect on Group Behavior • Qualitative research analysis relies on • Organizing topics/patterns • Supporting stories • “Rich description” • Vignettes • Definitive conclusions, next steps

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