Intro to Chap 13

1. Qualitative Data Analysis

2. What is qualitative analysis?
 It is the non-numerical examination and
interpretation of observations.
 Theorizing and analysis are tightly
interwoven.
 The primary activity of analysis is the
search for patterns and explanations for
those patterns.
 The writing process itself is significant
for structuring analysis.

3. Some approaches to qualitative analysis
 Grounded Theory
– (Glaser and Strauss)
– Begins with observations and no preconceived
hypotheses
– Seeks to discovers patterns in the data.
 Semiotics
– search for meaning generation of “signs”
– (photos, particular dress i.e. baggy pants, phrases:
“feminist”)
– approach often used in content analysis (ads)

4.  Conversation Analysis
– structure and norms around language and attached
significance and meaning.
– attention to pauses, tone, stuttering etc.

5. The Process
 Data Collection and Transcription
 Data Reduction
– Coding
– Memos
 Anticipatory data reduction
– decisions of what to ask and not ask
 Concept Mapping (Data Displays)
 Writing as analysis

6. Techniques of Coding
 Color Coding
 Writing in Margins
 Word Processing Programs
 Qualitative Data Analysis Programs

7. Recording and Managing Qualitative Data
 Before data can be analyzed, they must be recorded
and then gathered together into a form that makes
analysis possible.
 Data can be recorded in text form, by audio- or
videotape, photographically, and by memory.
 Each recording process has its advantages and
disadvantages.
 Sometimes sacrifice comprehensiveness and
accuracy in favor of recording in a way that is least
disruptive of participants.

8.  Managing qualitative data can be overwhelming at times.
– As tapes, transcripts, and field notes accumulate, keeping track of
everything can be daunting.
 Making detailed lists of participants' pseudonyms, along
with the dates of their interviews, the date transcription
was completed, and so on will help keep your data
orderly.
 Create a file system early on so that you don't drown in
piles of paper.
 There is qualitative data analysis software.

9. Analyzing Qualitative Data
 There are some generic strategies that are part of
almost every approach to data analysis.
– immersion in the data
– doing preliminary and informal analysis
– making analytic memos
– finding codes or themes
– connecting the codes or themes into categories
– searching for confirming and disconfirming evidence
– building a conceptual framework that explains the findings