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  “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

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

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

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

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

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.

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

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