QUALITATIVE

DATA ANALYSIS

MARICEL S. DIALA, MBA

What is Qualitative Data Analysis?
 understanding text and image data by
breaking it into parts, then putting it back
together, like peeling an onion.
 helps to uncover the deeper meanings and
patterns in the data.
 to draw conclusions and gain insights from
qualitative research.
Data Analysis Procedure
Simultaneous Procedures:
•In qualitative research, data analysis happens
alongside other tasks like data collection and writing up
findings.
•While conducting interviews, researchers might also
analyze previously collected interviews, write memos,
and organize the final report.
•Unlike quantitative research, where data collection,
analysis, and report writing are sequential, qualitative
research intertwines these processes.
Data Analysis Procedure
Winnowing the Data:
•Qualitative data, such as text and images, are
dense and rich, making it impossible to use all of
it in a study.
•Researchers employ a process called
"winnowing" to focus on specific data while
disregarding the rest.
•This differs from quantitative research, where
efforts are made to preserve and analyze all data.
Data Analysis Procedure
Using Qualitative Computer Software Programs:
•Researchers can opt to use qualitative computer
software programs to assist in analyzing data instead
of hand coding.
•These programs help organize, sort, and search for
information in text or image databases.
•They offer features like storing and organizing data,
search capabilities, and facilitating thematic analysis.
•Popular software programs include MAXqda, Atlas.ti,
Provalis, QDA Miner, Dedoose, and QSR NVivo.
Data Analysis Procedure
Overview of the Data Analysis Process:
•The data analysis process involves sequential
steps, starting from organizing and preparing the
data to representing findings.
•Steps include organizing data, reading or looking
at all data, coding, generating description and
themes, and representing them.
•The process entails multiple levels of analysis
and moves from specific to general
understanding.
 Data
Analysis
Procedure
Data Analysis Procedure
Specific Coding Procedures:
•Coding in qualitative research involves categorizing
data into codes.
•Codes can be expected, surprising, or of conceptual
interest.
•Researchers can use predetermined codes or allow
them to emerge during analysis.
•Visual data analysis follows similar steps, including
preparing data, coding images, grouping codes into
themes, and writing narratives.
Sample Interview Protocol
1. Basic Information about the interview.
2. Introduction
3. Opening Question
4. Content Questions
5. Using probes
6. Closing Instructions
Data Analysis Procedure
Further Data Analysis by Type of Approach:
•Qualitative data analysis varies based on
research design.
•Different approaches like narrative research,
phenomenology, grounded theory, case studies,
and ethnography have specific analysis
procedures.
•Each approach involves unique steps to analyze
and interpret data effectively.
 Interpretation
•Interpretation in Qualitative
Research: •Finding Meaning:
• Summarizing overall findings • Derived from comparison with
• Comparing findings to literature literature or theories
• Discussing personal views • Confirms or diverges from past
• Stating limitations and suggesting information
future research • Raises new questions prompted
•Essential Question: by data and analysis
• "What were the lessons learned?"
• Reflects researcher's personal
interpretation influenced by
culture, history, and experiences
 Interpretation
• Questioning Approach: •Flexible Interpretations:
• End study by stating further • Adapted for different designs
questions • Conveys personal, research-
• Used in transformative based, and action meanings
qualitative research •Limitations and Future
approaches Directions:
•Action Agendas: • Identify project limitations
• Interpretations may call for • Advance future research
reform and change themes
• Narrative outcomes compared • Address weaknesses in current
with theories and general study
literature • Point towards useful
applications or knowledge
Validity and Reliability
•Validation of Findings in Research
Process: •Multiple Validity Procedures:
• Focuses on validating findings in • Recommended in research proposals.
proposal or study passages. • Enhance accuracy and convince
• Aim: Ensure accuracy and credibility readers.
of findings. • Eight primary strategies:
•Distinction in Validity: • Triangulation of data sources.
• Different connotations in qualitative • Member checking with participants.
vs. quantitative research. • Rich, thick description.
• Qualitative validity: Accuracy of • Clarifying researcher bias.
findings from researcher, participant, • Presenting negative/discrepant
or reader standpoint. information.
• Terms: Trustworthiness, authenticity, • Prolonged time in the field.
credibility. • Peer debriefing.
• External auditor review.
Validity and Reliability
•Qualitative Reliability: •Qualitative Generalization:
• Ensuring consistency or • Limited in qualitative research.
stability of approach. • Emphasis on particularity over
• Documenting procedures and generalizability.
case study protocols. • Some discussion on
• Checking transcripts, code generalization in case study
definitions, and team research.
communication. • Requires good documentation
• Intercoder agreement for and replication logic.
consistent coding.
Reference:

Creswell, J. W., & Creswell, J. D. (2018).

Research design: Qualitative, quantitative, and
mixed methods approaches (5th ed.). Los
Angeles, CA: SAGE.
THANK YOU!