Qualitative Data Analysis

Qualitative Data  Format: text, transcripts  Challenge is how to make sense of all of this data, how to group it together  Method is inductive: data collected, grouped into meaningful categories, explanations emerge from the data analysis  Data analysis starts early and continues throughout the research project

Steps in Qualitative Research Data Analysis 1. Prior to data examination:  Review and confirm your research question(s) and your research goal(s)  Evaluate your sample and note any limitations 2. Data examination:  Review data with an open mind, critical eye and ear  Look at what is said and what is not said  Try to note the intensity/emphasis placed on certain topics  Explore why participants may have felt that way

3. Identify themes, evaluate, revise:  Read through the transcript, then read through it again (several times)  “Bracket” your own subjectivities, biases, opinions (what your textbook refers to as “epoche” on p. 117).  Record themes as you read. Make note of them.  Collapse “related” themes together into larger categories Steps in Qualitative Research Data Analysis

3. Identify themes, evaluate, revise (cont.):  Determine your categorization scheme  Revise as you read and re-read your transcripts  2 techniques discussed in your textbook:  Constant Comparison Technique  Analytic Induction Strategy Steps in Qualitative Research Data Analysis (see PDF and link on Blackboard)

Steps in Qualitative Research Data Analysis Constant Comparison Technique 1. Comparative assignment of incidents to categories  Creating “provisional categories” and altering them as necessary (deleting, combining, creating); refine and “fine tune” categories 2. Elaboration and refinement of categories  Writing rules or propositions that may be revised over time (creating “definitions” for key themes) 3. Searching for relationships and themes among categories  Developing a more general, broad category for your already existing categories 4. Simplifying and integrating data into a coherent theoretical structure:  Integrate findings (categories, themes) into a theoretical framework

Steps in Qualitative Research Data Analysis Analytic Induction Strategy:  Blends together hypothesis construction and data analysis  Hypothesis generated at the beginning of the study (constant comparison technique, explanation given at the end)  The hypothesis is not “tested” like it is in quantitative research; instead, it is given at the beginning and then changed as necessary throughout the research

Steps in Qualitative Research Data Analysis Analytic Induction Strategy: Steps 1. Define topic of interest and develop a hypothesis 2. Study a case to see whether or not the hypothesis “works” 3. Study other cases until hypothesis is refined 4. Look for negative cases that might disprove hypothesis 5. Continue until hypothesis is adequately “tested”

How do you sort through data?  Use headings  Highlight recurring and/or common themes/areas of discussion  “Map” it out (use a “tree”)—see next slide

Reasons women watch The Bachelor entertainment Social aspects Relate to characters, situations Bond with friends “Watercooler” conversation Means of escape “Personalized” experience

Writing the Qualitative Report  Consider the audience you are writing the report for  What does your data “look” like?  Quotes, paragraphs of thick description, pictures, diagrams, etc.  Use whatever evidence helps you prove your point  Should “paint a picture” of the research, the setting, etc.  Method section is usually lengthy and complex  Sections:  Introduction  Method (data collection, research setting, sampling procedure, data collection procedure)  Findings  Discussion/Conclusion

Reliability & Validity in Qualitative Research  Problems with qualitative data:  Completeness  Selective perception  Reactivity  Think about the credibility or trustworthiness of the data instead of using words like reliability and validity  Use multiple methods  Audit trail of procedures, etc.  Member checks  Research team: observe the process, have a set of procedures  Debriefing