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This article discusses how to use open, axial, and selective coding in the analysis of qualitative data when researchers conduct studies using deductive qualitative analysis (DQA). Unlike grounded theory, DQA begins with preliminary codes that both guide the research and that researchers expect to test and to change in the course of doing the research. This article reports on email exchanges with two students that Jane Gilgun had. Jane is a professor at the University of Minnesota, Twin Cities, USA. the students are Anke Reints, a PhD student at the Vrije Universiteit Brussel, Belgium, and Ben Duncan, a student at Tennessee State University, USA.