Qualitative Data Visualization: Presenting Non-Numeral Data

Laurie Prange (Prange-Martin)
Qualitative Data Visualization:
Presenting Non-Numerical Data
PhD Candidate Aalborg University
SCOPe: Science Community of Practice Yukon
5 October 2017

Introduction
This is an introduction to presenting
non-numerical qualitative data for
researchers who need to give a
presentation, write a report, or build
an online exhibit.

About the Presenter
• Laurie Prange (Prange-Martin) is a PhD
Candidate in the Business Economics
Programme at Aalborg University in Denmark.
• Dissertation defense Winter 2018 (expected)
• Studying how and why new industries emerge
in remote regions – case study of Yukon ICT
sector
• Previously librarian and instructor at Yukon
College

Agenda
• Main Sources for Non-Numerical Data
• 6 Reasons for visualizing qualitative data
• 5 Thematic Groupings
1. Clusters
2. Text-based figures
3. Multi-media
4. Maps
5. Static Social Media
• Labelling terms according to formatting rules
• 5 Free tools

Main Sources of Non-Numerical
Qualitative Data Collection
• Interviews
• Documents
• Social media
• Unobtrusive
data
• Observational
• Sensory
• Pictures
• Arts-based

6 Reasons for Visualizing
Qualitative Data
1. See your data in a new way
2. Simplify complex knowledge
3. Create shareable objects
4. Improve the readability
5. Improve the memorability
6. Improve the persuasiveness

5 Thematic Groupings
1.Clusters
2.Text-based figures
3.Multi-media
4.Maps
5.Static Social Media

Cluster
A visual diagram to express the ideas,
relationships, and thinking of the author.
Note: “Mind map” is a registered
trademark term to Tony Buzan and the
Buzan Organization.
http://www.buzan.com.au

1. Clusters
• Mindmap (single)
• Mindmap (grouping concepts, not always
inter-related)
• Mindmap (comparative modelling)
• Modelling tool (show relationships)
• Modelling tool (building theory)
• Venn diagram
• Prezi

Mindmap (single)
http://library.columbia.edu/locations/dssc/nvivo_guide/reports_models_folders/_jcr_
content/layout_par_main_1/textimage_v2_4/image.img.png/1370385567674.png

Mindmap (grouping concepts, not
always inter-related)

Mindmap (comparative modelling)
Source: Grounded theory: The philosophy, method, and work of Barney Glaser (2011)
Published by BrownWalker Press
http://www.universal-publishers.com/book.php?method=ISBN&book=1612335152

Modelling tool (show relationships)
Source: Research basics: Design to data analysis in six steps (2016) Published by SAGE
https://us.sagepub.com/en-us/nam/research-basics/book244998

Modelling tool (building theory)
Source: Toward a metatheory of economic bubbles: Socio-political and cultural
perspectives (2014). Published by Springer
https://link.springer.com/book/10.1057%2F9781137361790

Venn diagram
Source: https://4.bp.blogspot.com/-G6EgWv_i9ns/V-
FxPixL_tI/AAAAAAAAMHk/LQN1JN8lc9MnKuD-
G_2PY6a9c0MEcyeDwCLcB/s1600/datascience_skills_venn_diagram2.png

Prezi
http://theheureka.com/wp-content/uploads/2013/10/Prezi_edit.png

Text-Based Figure
A diagram that incorporates text
to express, represent, or
communicate information, ideas,
or concepts.

2. Text-Based Figures
• Word Cloud
• Word Frequency List
• Word Tree
• Word Collocations List (multi-word expressions)
• Word Concordance List (the substantive words)
• Pull-out Quotations
• Contingency Table
• Coding chart (i.e. classifications)

Word Cloud
Source: Needs Assessment report I wrote

Word Frequency List

Word Tree

Word Collocations List
(multi-word expressions)
http://2.bp.blogspot.com/-pxHi4hIfxOg/Tu058C0cdII/AAAAAAAAAQQ/-
zcyyidSdN8/s1600/curiosity.png

Word Concordance List
(the substantive words)
http://spatial.ucsb.edu/wp-content/uploads/Cc_Architecture.png

Pull-out Quotations
Source: Authoring a PhD: How to plan, draft, write and finish a doctoral thesis or
dissertation (2003). Published by Palgrave
https://he.palgrave.com/page/detail/Authoring-a-PhD/?K=9781403911919

Contingency Table
Source: My dissertation

Coding chart (i.e.
classification)http://library.columbia.edu/locations/dssc/nviv
o_guide/reports_models_folders/_jcr_content/layout_par_main_1/textimag
e_v2_1/image.img.png/1370368029086.png

Multi-Media
Alternatives to the text-only or
traditional forms of expression to
communicate ideas, concepts, or
information.

3. Multi-Media
• Photographs (static)
• Photographs (change over time)
• Illustrations
• Video recording
• Audio recording
• Live streaming (video or sound)
• Live performance (theatre, dance, music, etc.)
• Fine Arts expression (sculpture, textiles, etc.)

Photographs (static)
Energy, Mines, and Resources Library SkyLine Air
Photo Locator
• http://www.emr.gov.yk.ca/library/skyline.html
• Yukon aerial photographs

Photographs (change over time)
https://petapixel.com/assets/uploads/2015/10/header3.jpg

Illustrations
https://www.arcus.org/files/resize/article/images/wta18_3_arcsocsci_caribou_bone_
names_sketch-650x542.jpg

Video recording
http://www.ferdio.com/en/denmark-as-100-people

Audio recording
The Library of Congress has many collections of
audio recordings.
One example: Voices from the Days of Slavery
• https://memory.loc.gov/ammem/collections/v
oices/
• Recordings from 1932 to 1975 of 23
interviewees who were born into slavery
• Totalling nearly seven hours of recorded
interviews

Live streaming / Live performance
PhD in Performance Studies at University of Alberta
• In addition to the written Dissertation, there is
the Performance Practice component.
https://www.ualberta.ca/drama/graduate-
programs/phd-in-performance-
studies/performance-practice
– 90 studio hours (2:1 preparation time)
– Theatre project (as playwright, major acting role,
director, stage manager, designer, dramaturg,
translator or equivalent)
– Or TWO more minor responsibilities (supporting role,
assistant director, assistant dramaturg, assistant…)

Fine Arts expression
(sculpture, textiles, etc.)
Graduate Students’ Sculpture Exhibition
https://digital.library.unt.edu/ark:/67531/metadc129880/

Map
A diagram expressing the
surveyed physical features of a
geographical area or a figure
with sequenced points.

4. Maps
• Heat map
• Raster map (zoom in and out)
• Vector map (database of points that
form the map)

Heat map
https://onproductmanagement.files.wordpress.com/2007/08/comm-heatmap-
medium.jpg

Raster map
http://www.caliper.com/Graphics/territory-mapping-software-canada-time-based.jpg

Vector map
https://www.vincentbroute.fr/mapael/assets/img/example2.png

Static Social Media
Shareable content for use in social media
with no interactivity, which is usually
originally from a more formal source.

5. Static Social Media
• Pinboard (Pinterest)
• Moment (Twitter)
• Meme (Instagram, Facebook, Weibo,
etc.)
• Comic or Cartoon

Pinboard (Pinterest)
https://www.pinterest.ca/kitigan14/indigenous-businesses-and-organizations/

Twitter Moment
http://www.businessinsider.com/advertiser-reaction-to-twitter-moments-2015-10

Meme
Great Book: Communicating your research with social media: A practical guide to using blogs,
podcasts, data visualisations and video (2017) Published by SAGE
https://us.sagepub.com/en-us/nam/communicating-your-research-with-social-
media/book245914%20

Comic or Cartoon
“Yes, you are a writer” by Giulia Forsythe

According to formatting
rules, how do we label
these visualizations?

Key Labelling Terms
APA, CSE, Chicago, & Turabian
1. Tables
2. Figures
MLA
1. Table
2. Figures
3. Examples
Other
1. Display
2. Image

5 Free Tools
For qualitative data analysis
and visualization

Voyant
https://voyant-tools.org

Wordle
http://www.wordle.net

RQDA
http://rqda.r-forge.r-project.org

GATE
https://gate.ac.uk

CAT
http://cat.texifter.com

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