2. Chapter 7 Qualitative Data Analysis and Interpretation

3. Chapter Objectives Describe the overlap between data gathering and data analysis in qualitative research Explain the difference between the analysis of data gathered by structured methods and that gathered by unstructured methods Describe how the analysis of quantitative data is a rich, messy and complex process. List and describe the 15 steps of content analysis Describe how a computer package can assist the researcher in analysing qualitative data

4. The Overlap 1.No separation, by time, of gathering and analysis 2.Human-as-an-instrument 3.Strength and weakness

5. Purpose of Qualitative Analysis 1.Understand the phenomenon 2.Go beyond reporting 3.Identify themes and sub-themes

6. Structured Method Use pre-planned questions from structured interview or focus group May still have some variety that will need content analysis

7. Unstructured Method Content analysis is the process of identifying, coding and categorising the primary patterns in the data Constant comparative analysis reads raw data and identifies an important point Continues reading and identifies another point Compares to first point and so on

8. Conducting Content Analysis 1.Prepare and organise raw data 2.Source code all raw data 3.Copy raw data 4.Store originals of raw data in safe place 5.Read 6.Theme coding system 7.Compare first theme with second theme and so on

9. Conducting Content Analysis (cont.) Data index and classification Transfer indicated passages to a file Open coding Axial coding Rules for inclusion Selective coding Mapping Write report

10. A Rich, Messy and Complex Process 1.Overlap between gathering and analysis 2.Manifest vs latent content 3.Decisions are yours 4.Gathering data, analysing data and writing report are not mutually exclusive

11. Using a Computer Package 1.Can only assist human judgement 2.Nvivo