1. www.handels.gu.se E45 Johan Brink, IIE 6 December Qualitative analysis Lecture 9 2015-06-23

2. www.handels.gu.se Agenda Chapter 12 Content analysis Chapter 22 & 23 Qualitative analysis

3. www.handels.gu.se Content analysis Quantitative analysis of text and other visual documents & media According to pre-set categories Sampling Time period Sources Analytical techniques Frequency & Occurrence Omission Co-occurrence

4. www.handels.gu.se Content analysis: Coding Coding schedule The variables Coding manual The different values (description of) the variables can take Mutually exclusive and non-overlapping Exhaustive ScheduleManual GenderMale, Female AgeAge in years ProfessionDegree, title, None ClothingSuit, Tie, Jeans, Other

5. www.handels.gu.se Content analysis Pros Transparent research method Non interactive Longitudinal studies Easy access Cons Labor intensive Only as good as the documents No ability to explain

6. www.handels.gu.se Qualitative analysis Data from interviews and observation Drawn in rich data Few well-established practices Iterative Interpretation Theoretically Personally Needs to be communicated in a very well written style No clear style –as in quantitative analysis & statistics

7. www.handels.gu.se Analytical induction 1 Hypothetical explanation 2 Deviation –Reformulate hypothesis 2 Deviation - Redefine explanation to exclude deviation 2 No deviation –hypothesis confirmed 3 Universal explanation If one case is not explained – reformulate! Just sufficient, but rarely all necessary No idea of how many cases

8. www.handels.gu.se Grounded Theory Theoretical sampling – Theoretical development Emergent Coding Theoretical saturation Constant comparisons – Between empirical data – Between concepts

9. www.handels.gu.se Coding Open coding Breaking down into concepts (building blocks – first order) Form categories Axial coding Put together categories Link back to text (second order) Selective coding Compare categories Condense categories Memos Description of codes and categories Reflections Ideas Gaps in analysis Change theoretical perspectives

10. www.handels.gu.se Coding: Example LEARNING BY DOING … People have worked their way up as they gained experience and made us expand!... …It basically takes 1.5 years before you know enough to manage your own activities…...we had developed skills by mainly apprenticeship… LEARNING ON AN ORGANIZATIONAL LEVEL …each time it has led to particular challenges, which then had to be met and solved. And pretty clearly if they hadn’t been meet the company would have failed and so you have to met those challenges and in by doing so you challenge the way the company operates, and certainty the way forward… …We have the infrastructure in place we got experienced people with… …We had developed a platform and needed to get serious… …Each time we move up the scale the level of expertise and experience, knowledge understanding as well as regulatory compliances improves…

11. www.handels.gu.se Visualize Four steps according to Miles & Huberman 1.Data Collection 2.Data reduction (codes… 3.Data display (Matrix, Boxes…) 4.Conclusion drawing and verification (Models, Theories, Descriptions) ++ +-

12. www.handels.gu.se Qualitative analysis Tools ATLAS NVivo Text Linkages & Trees Codes, concepts quotations Memos

13. www.handels.gu.se Critique of Grounded theory Pros Captures complexity Generate theories Cons Fragmentation – loss of context Theory neutral observations? Takes time! Subjective!

14. www.handels.gu.se Narrative We live in stories! We relate to stories Stories define our identities 1.Abstract statement 2.Orientation about when and where the story took place. Who was there? 3.Construct sequence of events 4.Evaluate individuals different perspectives 5.Resolution of final story 6.Segments offer insights in the importance of story 1 Watch how the stories are being made Collect the stories Provoke story telling 2 Interpret the stories (what do they say?) Analyze the stories (how do they say it?) Deconstruct the stories (unmake them) 3 Put together your own story Set it against/together with other stories

15. www.handels.gu.se Historical Let the story talk for itself Triangulation and sources Analysis – Up for the reader? – Writer: reflections and comments

16. www.handels.gu.se Text analysis: Tools Compressed text // Doubts …. Pauses ------- Observations [laughs]

17. www.handels.gu.se Phenomelogy: analysis A holistic philosophy How a phenomenon is perceived by the individual is determined by the context an by isolation do the phenomenon change Descriptive rather than explanations – the researcher translate – transform the implicit to explicit WholeParts

18. www.handels.gu.se Some answers Task 1: 10% Task 2: 10%? Task 3: 60%? – This will be based on the revised proposal Take home exam (20%): Hand out Mon 10 January - Handin Sat 15 January ?

19. www.handels.gu.se Proposal presentations 13 and 15 December + 10 and 12 January 2 hour /student group in December and then again in January Each group max 3 students from Master in Management and max 3 students from IIM Select groups with the help of Doodle –I will mail all registered students this afternoon Students comment on students from the same program You will be graded on the final proposal – A clear discussion and presentation might help us understand better! – A clear discussion and presentation result in better comments - improvements Studen t 2 Studen t 3 Studen t 1 Student 2 Student 3 Student 1 Management IIM