Analysing Interview Data - University of Warwick · PDF fileAnalysing Interview Data Dr Maria...
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Analysing Interview Data
Dr Maria de Hoyos &
Dr Sally-Anne Barnes
Warwick Institute for Employment Research
15 February 2012
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Show of hands…
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Aims of the session
To reflect on the nature and purpose of interviews as a form of qualitative data
To introduce different processes, techniques and theories for analysing and synthesising interview data
To explore different techniques for analysing and coding data
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• Quasi-statistical
• Qualitative to quantitative
• Content analysis
• Hypothesis testing approach
Structured/ formal
• Understand meaning
• No or few priori codes
• Typologies/frameworks
• Researcher interpretation
Descriptive/ Interpretative
• Immersion
• Reflection
• Form hypothesis to fit data
Less structured/
informal
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Qualitative analysis approaches
and traditions
Ethnography
Life history
Case study
Content analysis
Conversation analysis
Discourse analysis
Analytical induction
Grounded theory
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Qualitative analysis process
Interpretation, creating explanatory accounts, providing meaning
Connecting and interrelating data
Conceptualisation, classifying, categorising, identifying themes
Coding and describing data
Organising and preparing data
Data collection and management
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General process of analysis
Initial codes
Add comments/reflections = memos
Look for patterns, themes, relationships, sequences, differences
Explore patterns…
Elaborate, small generalisations
Link generalisations to body of knowledge to construct theory
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Grounded theory
Systematic approach to enquiry
Simultaneous data collection and analysis
Inductive, comparative, iterative and interactive
Driven by data
Process of looking for relationships within data
Remaining open to all possibilities
Can be influenced by pre-existing theory, previous empirical research, own expectations
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Interviews as a form of
qualitative data
Interview data as one among various forms of qualitative data
Interview data versus ‘naturally occurring data’
Transferability of data analysis techniques
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Aim of the interviews as
qualitative data
What do you want out of the analysis?
Description
Substantive or formal theory
Theory testing
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“The final product of building theory from case studies may be concepts, a conceptual framework, or propositions or possibly mid-range theory… On the downside, the final product may be disappointing. The research may simply replicate prior theory, or there may be no clear patterns within the data.” (Eisenhardt, 1989: 545).
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Data analysis: description and
conceptualisation
Description – providing an account of the case or cases considered
Conceptualisation – the generation of general, abstract categories from the data and establishing how they help to explain the phenomenon under study
Both valuable and necessary but…
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Description: an example Table 9. Staff turnover as a non-issue
Employer Description Type of
labour
Recruitment
Company
High rotation of workers within the industry. However, mentioned that
this is not problematic since there is little investment in training or
attracting people and no qualifications are necessary.
Low
skilled
Transport
Company
Used to employing staff seasonally. Drivers that work one season
might come back the next.
Skilled
Holiday Park Reported low levels of staff turnover. However, they recruit on short-
term contracts and this calculation is based on people completing
their contract. They do not rely on renewing employees contracts.
Low
skilled
Family Indoor
and Outdoor
Complex
Retention not an issue in positions where they employ young people
since the job doesn’t require high levels of training and they are used
to employing them for a few hours per week. They may ‘come and
go’ and this is not a problem to the business.
Low
skilled
Source: Lincolnshire Employer Study
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Description of Table 9
“There were some cases where high staff turnover rates were not seen as problematic by the employer (see Table 9). For vacancies involving low-skilled labour on short-term contracts, retention seemed to be a non-issue because businesses were used to dealing with the situation. As can be seen in Table 9, of those businesses that experienced high labour turnover but seemed unconcerned about it only Transport Company employed skilled staff. In the remaining businesses, two employed migrant labour (Recruitment Company and Holiday Park), and the other employed young people aged 14 to 18 years (Family Indoor and Outdoor Complex). For these companies the cost of lowering labour turnover was greater than the costs imposed on them by churn in the workforce. For them, and indeed for many of their employees, labour retention problems were largely a non-issue.”
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Conceptualisation
Thinking about categories,
their properties, and
how they relate to each other…
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The Social Loss of Dying
Patients
“Perhaps the single most important characteristic on which social loss is based is age. Americans put high value on having a full life. Dying children are being cheated of life itself, a life full of potential contributions to family, an occupation and society. By contrast, aged people have had their share in life. Their loss will be felt less if they were younger. Patients in the middle years are in the midst of a full life, contributing to families, occupations and society. Their loss is often felt the greatest for they are depended on the most…” (Glaser, 1964: 399)
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Properties of conceptual
categories, some examples;
Conditions
Causes
Consequences
A continuum
Opposites
Hierarchies
Contexts
Contingencies
Mediating factors
Covariances
Etc.
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Getting started
Starting to analyse data from day one All is data – don’t have to wait for
interview data!
Complementary sources of data: newspaper articles, blogs, official records, archival data, etc.
Other people’s data, e.g., Economic and Social Data Service (ESDS) www.esds.ac.uk
As soon as interview data is collected
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Starting to analyse early may:
o suggest new questions to ask in the
interviews
o suggest what to focus on during the
interviews
o give an indication of relevant and non-
relevant constructs
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Using existing literature
The grounded theory approach
The case study approach
All is data…
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GT: The constant comparative
method
1. Comparing incidents 2. Integrating categories and their
properties 3. Delimiting the theory 4. Writing the theory
“Although this method of generating theory is a continuously growing process – each stage after a time is transformed into the next – earlier stages do remain in operation simultaneously during the analysis…” (Glaser, 1967: 105)
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How is it done in practice…
Coding
Memo writing
Theoretical sampling
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Coding
“What is this incident about?”
“What category does this incident indicate?”
“What property of what category does this incident define?”
“What is the ‘main concern’ of the participants?”
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Memo writing
Noting ideas as they occur
Grammar/syntax/presentation
Aim: to store ideas for further comparisons and refinement
Raising questions…
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Theoretical sampling
Looking for further data to compare
Within available data?
Further data collection?
Beyond the initial unit of analysis?
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Theoretical saturation
Suggests the end of the process
When further analyses make no, or only marginal improvements to the theory
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Writing the theory
Sorting memos
Outlining the theory
The role of examples and verbatim quotes
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Assessing data quality
Representative
Weighting evidence
Checking outliners
Use of extreme cases
Cross-check codes
Check explanations
Look for contradictions
Gain feedback from participants
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Validating qualitative analysis
Interpretation, creating explanatory accounts
Connecting and interrelating data
Conceptualisation, classifying, categorising, identifying themes
Coding and describing data
Organising and preparing data
Data collection and management
Valid
ati
on
an
d
assessm
en
t o
f q
uali
ty
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Problems with data analysis
Reliance on first impressions
Tendency to ignore conflicting information
Emphasis on data that confirms
Ignoring the unusual or information hard to gain
Over or under reaction to new data
Co-occurrence interpreted as correlation
Too much data to handle
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Use of software packages
It does not do the analysis for you!
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Use of software packages
Advantages
o Beneficial to analytic approach
o Coding, memos, annotation, data linking all supported
o Efficient search and retrieval
o Able to handle large amounts of data
o Forces detailed analysis of text
Disadvantages
o Software can dictate how analysis is carried out
o Takes time to learn
o Reluctance to change codes/categories
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Interview data retracted
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Alternatives to software
packages
Need good organisational skills and record keeping!
Coloured pens, stickers, photocoping
Combine Word, Access and Excel
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Theoretical
concepts
Thematic coding
Focused coding, conceptualisation
and category development
Initial and open coding
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In the your context, what do you think
‘useful’ guidance means to your clients?
Any questions?
Practical workshop
Research Exchange, Library
4-6pm
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References
Creswell, J. W. (2009) Research design : qualitative, quantitative, and mixed methods approaches (3rd ed.) London: Sage Publications.
Eisenhardt, K. M. (1989). Building Theories from Case Study Research. Academy of Management Review, 14(4), 532-550.
Glaser, B. G. (1993) The Social Loss of Dying Patients. In: Glaser, BG (ed) Examples of Grounded Theory: A Reader. Mill Valley, CA: Sociology Press.
Glaser, B. G. and Strauss, A. L. (1967) The Discovery of Grounded Theory: Strategies for Qualitative Research, Chicago: Aldine De Gruyter.