Analyzing Qualitative Data

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

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

Before Analysis… Review the problem statement

Refresh on informational needs

Evaluate the sample’s “goodness of fit” or limitations Demographic, psychographic Absence of bias, confounders

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

Uncovering Themes Review verbatims for patterns in topic

areas

Distinguish important themes from unimportant ones

Look for interrelationships among themes

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

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.

Reporting The Results Quotes to illustrate, but no numbers, no

names

Alternative explanations

Make connections across respondent comments

Reflect on Group Behavior Qualitative research analysis relies on

Organizing topics/patterns Supporting stories “Rich description” Vignettes

Definitive conclusions, next steps