Coding
Approaches to making sense of qualitative data
What is Coding?
• Coding is the process of organizing and
interpreting qualitative or open-ended data.
• Interviews
• Observations
• Open-ended survey responses
• You code through pattern-matching and analysis.
• Without coding, the data is doesn’t mean
anything.
How?
• There are two types of coding
• A priori (“from the earlier”) – coding based on a
predetermined theory or categories.
• Used when you have data from a previous study, or a previous
study used a similar coding scheme.
• Used when looking at data through a particular domain or
lens of interpretation such as rhetorical or behaviorist
• Inductive – coding based on the frequencies or
patterns within the data.
• Most commonly used in original studies; data is examined
multiple times looking for patterns.
Pattern Matching
• Word/idea repetition – looking for how often
something appears in the data. It’s more than
counting because of synonyms and metaphorical
language.
• Compare and contrast – comparing the degree
or frequency compared to other responses.
• Keywords in context – an answer is often
embedded in a larger sentence or expression.
Analysis
• Transition and function words – looking at how function
words are used (e.g. and, for, but, however, besides, not)
• Logic and argument – looking at how evidence or
examples follow (or don’t) an answer can show
conditions, attitudes, and consequences.
• Filtering (a priori) – using a theory to “interpret” a
response. Logos, ethos, pathos (rhetoric), claim,
evidence, warrants (Toulmin argument). Filtering doesn’t
have to use formal theory—it can be a condition,
attitude or consequence.
• How might a parent “read” this data? How might a
peer “read” this data?
Categorizing
• Flat coding – writing down the codes/categories
in a single list
• E.g. Bored, stressed, angry, night, day, alone,
socially
• Tree coding – writing down the codes/categories
in a hierarchical or contingent list
• Play -> bored, stressed
• Don’t play -> bored, stressed
Code list
• Once you have determined your code, write
down a coding sheet. This coding sheet should
have the categories and the primary keywords,
patterns, methods for determining whether a
piece of data “counts” as being in that category
• On the coding sheet, keep track of key passages.
In qualitative research, you need the pattern but
also an example quote of what that data would
look like. These quotes you should use in your
final written report
PRACTICE
How often do you watch
movies?
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“I watch movies a lot in my free time”
“I watch Netflix mostly”
“On Fridays, I like to go to opening nights”
“My roommate watches movies all the time, but I’m too busy doing
homework. Sometimes if I’m not busy, I’ll watch with her.”
“Anything with zombies is better in theaters, but I guess as long as
there is a group, it doesn’t matter.”
“When I have money, which is never.”
“I don’t like movies...no….I mean, on TV is the worst. When my
boyfriend wants to see a movie, I will go, and that can be fun.”
“Netflix and I’ll download movies I didn’t get to see in the theater.”
“I have so much homework and then with lacrosse and everything
else, I only get to see a movie once a week or so. Not often.”
“Whenever I can get a chance”
“I would rather play World of Warcraft”