ANALYSIS OF QUALITATIVE DATA

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ANALYSIS OF QUALITATIVE DATA

• Chapter 11

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Objective

• Define the characteristics of qualitative data
  analysis
• Identify the techniques by which insights are
  obtained and conclusion are drawn from
  qualitative data.

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Characteristics

• No formulas for determining statistical
  significance.
• No straightforward tests for reliability and
  validity
• No way to replicate perfectly the process
• No absolute rules

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Characteristics

• Accurate findings is in great part dependent on
  the skills of the researcher who conducts the
  analysis.
• The application of
• guidelines

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Stages of qualitative data

• Four stages
• Activities conducted before data examination
• Data examination
• Theme identification, evaluation, and revision
• Reporting

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Activities conducted before dataexamination
1st stage

• Review Problem Definition and Informational Needs

General Problem Area Reactions to new product
line extension concepts Specific Area
Reactions to Dual Disk Walkman Information
al Needs Overall
reaction, with reasons for
- Likes
-
Dislikes
- Appeal
- Weaknesses
Interest to purchase, with
reasons for interest
Influence of pricing on interest in purchase
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Activities conducted before dataexamination
1st stage

• Confirm Problem Definition and Informational
  needs
• Purposes
• 1. It provides an outline and focus
  
• subsequent data analyses.
• 2. reduces the probability of
  dissatisfied
• end user stating during a
• presentation.

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Activities conducted before dataexamination
1st stage

• Evaluate the Sample and Note any Limitations
• - sample possesses the desired set
  of
• demographic, brand-related
  and/or
• attitudinal characteristics
• - there is an absence of bias
  or confound
• effect.

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Data Examination
2nd stage

• Review the data with open mind.
• Try to understand the reasons underlying
  attitudes and behaviors.
• Try to understand the intensity of respondents
  feelings and points of view.

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Data Examination (cont.)
2nd stage

• Try to understand the respondent not the
  individual responses.
• Review with a critical eye and ear.
• Keep an eye and ear open for what is not said.

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Theme Identification, Evaluation, and Revision
3rd stage

• Theme Development
• Recording Relevant Data
• Theme Evaluation
• Metathemes
• Serendipitous Discoveries

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Theme Identification, Evaluation, and Revision
3rd stage

• Theme Development

The theme represents the analysts intuitive and
Informed judgment as to the content and
pattern of findings in each topic area.
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Theme Identification, Evaluation, and Revision
3rd stage

• Theme Development

Example Theme Overall, respondents reacted
positively to the Dual Disk Walkman product
concept. The product was seen as unique and many
expressed an interest in purchase when the
product was pried under 90. Primary reasons for
enthusiasm related to convenience and value.
Neither gender nor income status appear related
to response.
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Theme Identification, Evaluation, and Revision
3rd stage

• Recording Relevant Data

Example Theme Overall, respondents reacted
positively to the Dual Disk Walkman product
concept. The product was seen as unique and many
expressed an interest in purchase when the
product was pried under 90. Primary reasons for
enthusiasm related to convenience and value.
Neither gender nor income status appear related
to response. Evidence in support of theme
Evidence in opposition of theme
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Theme Identification, Evaluation, and Revision
3rd stage

• Theme Evaluation

• The data is examined by the analyst.
• The theme is strengthened each time a piece of
  data is
• found that supports the theme.
• But, if some aspect of the data disconfirms the
  theme or
• relates to it ambiguously then the analyst
  redefines or
• restates the theme to accommodate the contrary
  data.
• The analyst keeps considering each piece of data
  and, as
• necessary, revising the theme until all the
  relevant data
• has been examined.

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Theme Identification, Evaluation, and Revision
3rd stage

• Metathemes

Example Matathemes Overall, reactions to all
three concepts were positive. Men and women,
however, displayed difference patterns of
response. Women tended to respond to each
concept more favorably than men. They tended to
react to the specific characteristics of each
proposed concept and identified specific product
attributed. Men were more price sensitive than
women.
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Theme Identification, Evaluation, and Revision
3rd stage

• Serendipitous Discoveries

• An analyst must be sensitive and open to
  unforseen
• or unanticipated insights.
• This insights should be recorded on forms.

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Reporting the Results
4th stage

• Use Metathemes as the Organizing Framework

• Metathemes provide end users with the big
  picture
• Begin each major section of the report with a
  metatheme.
• More detailed level of individual themes.

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Reporting the Results (cont.)
4th stage

• Focus On Meaning and Relationships Rather than
  Literal Description

• focus on the meaning rather than descriptions.

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Reporting the Results
4th stage
(cont.)

• Use Quotes Appropriately

• a sufficient amount of direct quotations should
  be
• used so that the end user can visualize the
  context of
• the comments, understand the thoughts and
  feelings
• of the individuals represented in the report.

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Reporting the Results (cont.)
4th stage

• Do Not Use Numeric Descriptions

• conduct with small, nonrandom samples.
• should be expressed using non specific
  quantifiers
• such as several, most, many, almost
  all and
• very few.

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Reporting the Results (cont.)
4th stage

• Do Not Use Names

• name of respondent should not be reported.
• assure confidentiality of response.

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Reporting the Results (cont.)
4th stage

• Be Certain to Provide Alternative Explanations
  Rather than Arbitrarily Selecting One

• the analyst present an examination of the
  plausibility
• of each reasonable alternative rather than
  selecting
• one for the sake of efficiency or closure.

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Reporting the Results (cont.)
4th stage

• Be Complete and Enlighten

• Make the obvious obvious.
• Make the obvious dubious
• Make the hidden obvious

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Using a Cognitive Map

• Cognitive map is a visual representation of the
  interrelationships between specific facts,
  themes, and metathemes.
• (see Figure 11.4, page 248)

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• Constructing a Cognitive Map

Product
Life and Lifestyle
Smoked Sausage is An ideal Food..it Should
be Served more often
- Economical - Tastes great
Ideal Family Food
- Serve about once a month - Not served nearly as
often
Served Infrequently
Smoked Sausage

• Always served grilled
• Occasionally fried

Served Only one way
Advertising
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Using a Cognitive Map

• Presenting and Interpreting a Cognitive Map

• refer back to the marketing and/or advertising
• questions that initially prompted the
  research.
• point out patterns that exist within and among
• the area focus.
• make certain that the implications of the
  findings
• for the decision making are made explicit.