Analyzing Qualitative Data

1
Analyzing Qualitative Data
2
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

3
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

4
Before Analysis

• Review the problem statement
• Refresh on informational needs
• Evaluate the samples goodness of fit or
  limitations
• Demographic, psychographic
• Absence of bias, confounders

5
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

6
Uncovering Themes

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

7
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

8
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.

9
Reporting The Results

• Quotes to illustrate, but no numbers, no names
• Alternative explanations
• Make connections across respondent comments

10
Reflect on Group Behavior

• Qualitative research analysis relies on
• Organizing topics/patterns
• Supporting stories
• Rich description
• Vignettes
• Definitive conclusions, next steps