Analyzing Qualitative Data. After The Focus Group… The researcher is left with a collection of...
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![Page 1: Analyzing Qualitative Data. After The Focus Group… The researcher is left with a collection of comments from respondents Analyzing qualitative findings.](https://reader031.fdocuments.in/reader031/viewer/2022020117/56649f305503460f94c4acf6/html5/thumbnails/1.jpg)
Analyzing Qualitative Data
![Page 2: Analyzing Qualitative Data. After The Focus Group… The researcher is left with a collection of comments from respondents Analyzing qualitative findings.](https://reader031.fdocuments.in/reader031/viewer/2022020117/56649f305503460f94c4acf6/html5/thumbnails/2.jpg)
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
![Page 3: Analyzing Qualitative Data. After The Focus Group… The researcher is left with a collection of comments from respondents Analyzing qualitative findings.](https://reader031.fdocuments.in/reader031/viewer/2022020117/56649f305503460f94c4acf6/html5/thumbnails/3.jpg)
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
![Page 4: Analyzing Qualitative Data. After The Focus Group… The researcher is left with a collection of comments from respondents Analyzing qualitative findings.](https://reader031.fdocuments.in/reader031/viewer/2022020117/56649f305503460f94c4acf6/html5/thumbnails/4.jpg)
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
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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
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Uncovering Themes Review verbatims for patterns in topic
areas
Distinguish important themes from unimportant ones
Look for interrelationships among themes
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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
![Page 8: Analyzing Qualitative Data. After The Focus Group… The researcher is left with a collection of comments from respondents Analyzing qualitative findings.](https://reader031.fdocuments.in/reader031/viewer/2022020117/56649f305503460f94c4acf6/html5/thumbnails/8.jpg)
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.
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Reporting The Results Quotes to illustrate, but no numbers, no
names
Alternative explanations
Make connections across respondent comments
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Reflect on Group Behavior Qualitative research analysis relies on
Organizing topics/patterns Supporting stories “Rich description” Vignettes
Definitive conclusions, next steps