CHAPTER 13,
QUALITATIVE DATA
ANALYSIS
Chapter Outline







Linking Theory and Analysis
Qualitative Data Processing
Computer Programs for Qualitative Data
The Qualitative Analysis of Quantitative
Data
Evaluating the Quality of Qualitative
Research
Ethics and Qualitative Data Analysis
Quick Quiz

Qualitative analysis – The non-numerical
examination and interpretation of
observations, for the purpose of
discovering underlying meanings and
patterns of relationship.
Linking Theory and Analysis

Discovering Patterns
1.
2.
3.
4.
5.
6.
Frequencies
Magnitudes
Structures
Processes
Causes
Consequences
 Cross-case
analysis – An analysis that
involves an examination of more than one
case; this can be either a variable-oriented
or case-oriented analysis.
 Variable-oriented
analysis – An analysis that
describes and/or explains a particular variable.
 Case-oriented
analysis – An analysis that aims
to understand a particular case or several
cases by looking closely at the details of each.

Grounded Theory Method (GTM) – An
inductive approach to research in which
theories are generated solely from an
examination of data rather than being
derived deductively.
 Constant
Comparative Method – A
component of the Grounded Theory Method
in which observations are compared with
one another and with the evolving inductive
theory.

Four Stages of Constant Comparative
Method (Glaser and Strauss):
1.
2.
3.
4.
Comparing incident application to each
category
Integrating categories and their properties
Delimiting the theory
Writing theory


Semiotics – The study of signs and the
meanings associated with them, “the
science of signs.”
What is the meaning of:
 …a
blue ribbon?
 …”say cheese”?
 …a cross?
 …a horseshoe?

Conversation Analysis – A meticulous
analysis of the details of conversation,
based on a complete transcript that
includes pauses, hems and haws.
 Fundamental
1.
2.
3.
Assumptions
Conversation is a socially constructed activity.
Conversations must be understood
contextually.
Conversational analysis aims to understand
the structure and meaning of conversation
through excruciatingly accurate transcripts of
conversations.
Qualitative Data Processing

Coding – Classifying or categorizing
individual pieces of data, coupled with
some kind of retrieval system.
 Coding
Units
 Coding
as a Physical Act

Creating Codes

Open Coding – the initial classification and labeling
of concepts in qualitative data analysis.

Axial coding – a reanalysis of the results of open
coding in the GTM, aimed at identifying the
important, general concepts.

Selective coding – in GTM, this builds on the
results of open coding and axial coding to identify
the central concept that organizes the other
concepts that have been identified in a body of
textual materials.

Memoing – Writing memos that become
part of the data for analysis in
qualitative research such as grounded
theory. Memos may describe and define
concepts, deal with methodologies
issues, or offer initial theoretical
formulations.
 Code
Notes
 Theoretical Notes
 Operational Notes

Concept Mapping – The graphic display
of concepts and their interrelations,
useful in the formulation of theory.
Figure 13.3
Computer Programs for
Qualitative Data


QDA Programs
Example: Leviticus as Seen Through
NUD*IST

Example: Using NVivo to Understand
Women Film Directors
Figure 13.5
Evaluating the Quality of
Qualitative Research

Validity

Reliability

Questions/Assessments for Evaluating
Qualitative Research
1.
2.
3.
4.
5.
6.
7.
How credible are the findings?
How has knowledge or understanding been
extended by the research?
How well does the evaluation address its
original aims and purpose?
How well is the scope for drawing wider
inferences explained?
How clear is the basis of evaluative appraisal?
How defensible is the research design?
How well defended are the same design/target
selection of cases/documents?
How well is the eventual sample
composition and coverage described?
9. How well was the data collection carried
out?
10. How well has the approach to, and
formulation of, analysis been conveyed?
11. How well are the contexts of data sources
retained and portrayed?
12. How well has diversity of perspective and
content been explored?
13. How well has detail, depth, and complexity
of the data been conveyed?
8.
How clear are the links between data,
interpretation, and conclusions?
15. How clear and coherent is the reporting?
16. How clear are the assumptions/theoretical
perspectives/values that have shaped the
form and output of the evaluation?
17. What evidence is there of attention to
ethical issues?
18. How adequately has the research process
been documented?
14.
Quick Quiz
1. _____ is an analysis that aims to
understand a particular case of several
cases by looking closely at the details
of each.
A.
Variable-oriented analysis
B.
Case-oriented analysis
C.
Experimentation
D.
Field research
Answer: B.
Case-oriented analysis is an analysis that
aims to understand a particular case of
several cases by looking closely at the
details of each.
2. _____ is an inductive approach to
research
in
which
theories
are
generated solely from an examination
of data rather than being derived
deductively.
A.
Cross-case analysis
B.
Grounded Theory Method
C.
Constant comparative method
D.
Monitoring studies
Answer: B.
Grounded Theory Method is an inductive
approach to research in which theories are
generated solely from an examination of
data rather than being derived
deductively.
3. The key process in the analysis of
qualitative social research is
A. predicting.
B. analyzing.
C. writing.
D. coding.
Answer: D.
The key process in the analysis
qualitative social research is coding.
of
4. Methods for examining social research
data without converting them to numerical
format are referred to as
A. feminist research.
B. quantitative research.
C. qualitative research.
Answer: C.
Methods for examining social research
data without converting them to numerical
format are referred to as qualitative
research.
5. Which of the following are different
ways a researcher may look for patterns
in a particular research topic?
A. frequencies
B. magnitudes
C. structures
D. all of the above
Answer: D.
A researcher may look for patterns in a
particular research topic in the
following
ways:
frequencies,
magnitudes, and structures.
6. _____ is an analysis that describes
and/or explains a particular variable.
A. Variable-oriented analysis
B. Case-oriented analysis
C. Experimentation
D. Field research
Answer: A.
Variable-oriented analysis is an analysis
that describes and/or explains a particular
variable.
7. _____ is a component of the GTM in
which observations are compared with one
another and with the evolving inductive
theory.
A. Cross-case analysis
B. Grounded Theory Method
C. Constant comparative method
D. Monitoring studies
Answer: C.
Constant comparative method is a
component of the GTM in which
observations are compared with one
another and with the evolving inductive
theory.
8. _____ is commonly defined as the
science of signs and has to do with
symbols and meanings.
A. Kinesics
B. Semiotics
C. Graphology
D. Monitoring
Answer: B.
Semiotics is commonly defined as the
science of signs and has to do with
symbols and meanings.
9. In _____ coding, codes are suggested
by the research’s examination.
A. open
B. axial
C. selective
Answer: A.
In open coding, codes are suggested by
the researcher’s examination.