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Analyzing Qualitative Data for Effective Management Decisions

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Explore various methods like discourse, narrative, and argument analysis to decode qualitative data for strategic insights. Learn about advanced computer software tools like NVivo and Atlas-ti for efficient data processing. Gain insights on using repertory grids and cognitive maps for a comprehensive understanding of information. Further readings recommended for in-depth knowledge.

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Analyzing Qualitative Data for Effective Management Decisions

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  1. MANAGEMENT RESEARCH Third Edition, 2008 Prof. M. Easterby-Smith, Prof. R. Thorpe, Prof. Paul R. Jackson CHAPTER 8 Making Sense of Qualitative Data

  2. Learning Objectives • To understand the different approaches to the analysis of qualitative data and what this means for the practice of data analysis • To understand how information technology has enabled analysis through the use of computer packages • Understand how interaction can inform understanding

  3. Analyzing Transcripts

  4. Analyzing Transcripts (cont.) • Discourse Analysis • Narrative Analysis • Conversation Analysis • Argument Analysis

  5. Computers & Software to Analyze Qualitative Data • NVivo: • allows the development of ‘trees’ or sub-nodes that are related to categories or branches of higher level ‘nodes’ • allows the researcher to merge, delete or rename nodes as the analysis progresses • allows rapid searches of transcripts and suggests the ways in which coded texts might be linked through its code-and-retrieve capabilities

  6. Computers & Software to Analyze Qualitative Data (cont.) • Atlas-ti: • large quantities of data needed to be analyzed • multiple codes could be attached to quotations • a record of the number of quotations attached to a specific code could be maintained to produce quantitative output if required • the codings given to all quotations could be tracked

  7. Repertory Grids • Important aspects of a rep grid are: • The focus of the grid • The (group of) elements (between 5 and 10) which are relevant to the chosen focus • The constructs that are elicited to compare and contrast elements in groups of three, known as triads • The way elements are linked to the constructs • Appraisal

  8. Cognitive Maps • Cognitive mapping is a modelling technique that aims to portray managers’ ideas, beliefs, values and attitudes and show how they inter-relate • Individual Maps • Group Maps

  9. Figure 8.7 Cognitive map – vision of the political landscape

  10. Further Reading • Bazeley,P (2007) Qualitative Data Analysis with NVivo. London: Sage. • Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. London: Sage. • Miles, M.B. and Huberman, A. M.(1994) An Expanded Sourcebook Qualitative Data Analysis. Second Edition, London: Sage. • Hsiu-Fang, H. and Shannon, S.E. (2005). Three Approaches to Qualitative Content Anaslysis. Qualitative Health Research 15(9): 1277-88. • Coffey, A. and Atkinson, P. (1996) Making Sense of Qualitative Data. London: Sage.

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